The new advertisement for Intermarché, a French supermarket chain, has been playing since Sunday, October 4. The ad shows a family meal from the 1970s, with scenes that reflect the time period’s typical domestic settings and behaviors. The campaign has sparked considerable online conversation, as many internet users have pointed out what they see as a lack of diversity in the people chosen to appear in the ad. Additionally, critics have noted that the ad seems to reinforce traditional family roles, such as the father being the primary breadwinner and the mother managing the home. Some viewers have expressed disappointment, feeling that the ad does not reflect the diversity of modern French society. Others have suggested that the portrayal of a 1970s family may be outdated or overly nostalgic, especially in a time when many families have more varied structures. The ad has also drawn attention to the broader question of how retailers choose to represent their customers in their marketing. In response to the criticism, Intermarché and the advertising agency responsible for the campaign have stated that they do not intend for the ad to have any political message. They argue that the choice to feature a 1970s family was meant to evoke a sense of nostalgia and comfort, rather than to make a statement about current social issues. The company has emphasized that the campaign is focused on promoting the quality and tradition of their products. The controversy highlights the ongoing debate about representation in advertising and how brands choose to portray different aspects of society. While some viewers find the ad to be a harmless nod to the past, others believe it fails to acknowledge the evolving nature of family life and diversity in contemporary France. As the discussion continues, it remains to be seen how Intermarché will address these concerns in future marketing efforts.