Le Sucre “Le salon de thé” & “Le bar des durs” [00:30]# A delightful, and very French, campaign for sugar. It features glamorously glittering sugar cubes with distinct minds of their own. There even seems to be some kind of slightly erotic, even sadomasochistic relationship going on between them and their consumer. In the first spot a very proper lady is sitting in a “salon de the.” She’s about to drop a sugar cube into her tea when it escapes and spins off across the room. Its flight is stopped when the lady starts trilling a high C. The cube drops into the breast pocket of an unsuspecting patron, from whence it is retrieved bye the lady with a pair of sugar tongs. “Oh, my, I dropped it!” she exclaims disingenuously when the sugar cube finally ends up in the cup of tea. The settling of the second spot in the series sis someway less elegant. We are in a typical French bar/café and a Depardieu-like type saturates a sugar cube with drops of pasties. This causes a strange transformation in which the cube increases its size and then escapes towards the ceiling. Patron and barman order it down form it, and it finally obeys. When it is finally dissolved in a cup of coffee the man smiles with cruel satisfaction. Pay-off: If you love sugar, let it know.