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Alpine “70 years of lightness” 2025

Alpine “70 years of lightness” (2025) is an Alpine commercial directed by Antoine Bardou-Jacquet for Maison BETC, produced by Partizan. It won one award: Epica 2025 Silver Automotive.

A young boy's passion for Alpine cars, sparked by a comic book, evolves into a lifelong journey through the brand's 70-year history of lightness and racing triumphs.

Video: Alpine on YouTube

Shot by shot

  1. A green tractor pulls a hay-filled cart with a child and two men on a winding road, set against a backdrop of snow-capped mountains and a village.© Alpine0:00
  2. Two cartoon cars race on a snowy mountain road, one passing the other, with pine trees in the background.© Alpine0:21
  3. A close-up shot of a vintage car's dashboard, showing the speedometer needle rapidly increasing, highlighting the vehicle's speed and performance.© Alpine0:26
  4. Alpine “70 years of lightness”, shot 22© Alpine0:36
  5. A stylized, animated shot shows a large megaphone with text appearing on a wall, as a crowd watches from above.© Alpine0:49
  6. A vintage blue race car with number 46 is surrounded by a pit crew and spectators at night, with bright headlights illuminating the wet ground.© Alpine1:04
  7. An animated male race car driver in a white suit smiles while sitting in a car, as a hand reaches in from the right.© Alpine1:10
  8. A stylized animated hand shifts gears in a car, with a focus on the movement and the gear stick.© Alpine1:18
  9. A stylized animated man in a suit stands triumphantly on top of a blue race car, surrounded by other men lifting the car, then the car speeds away with colorful streaks.© Alpine1:33
  10. A black and white animated race car speeds past the camera on a dark track, with streaks of light emphasizing its rapid movement.© Alpine1:59
  11. A young boy with dark curly hair sits cross-legged in a wooden chair outdoors, reading a book with a car on the cover, looking up thoughtfully.© Alpine2:16
  12. The rear of a blue Alpine car with illuminated taillights and license plate is shown from a low angle, moving slightly on a sunny day.© Alpine2:23

Stills © Alpine. Made by Maison BETC, Partizan and Antoine Bardou-Jacquet.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A boy's comic book brings Alpine's 70-year history of lightness to life.

Tagline: “Lightness is a force.”

comic book comes to lifehistorical reenactmentpassion for carsevolution of a brandlightness as a core valueracing triumphs

The cut

Length
173 s
Shots
82
Average shot
2.1 s
Format
mixed

What creatives use Alpine “70 years of lightness” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Alpine “70 years of lightness”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A green tractor pulls a hay-filled cart with a child and two men on a winding road, set against a backdrop of snow-capped mountains and a village.© AlpineTwo cartoon cars race on a snowy mountain road, one passing the other, with pine trees in the background.© AlpineA close-up shot of a vintage car's dashboard, showing the speedometer needle rapidly increasing, highlighting the vehicle's speed and performance.© AlpineAlpine “70 years of lightness”, 0:36© Alpine
    Frames from Alpine “70 years of lightness”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Alpine “70 years of lightness” in order, with its length, framing and what happens in it.

    A green tractor pulls a hay-filled cart with a child and two men on a winding road, set against a backdrop of snow-capped mountains and a village.© AlpineTwo cartoon cars race on a snowy mountain road, one passing the other, with pine trees in the background.© AlpineA close-up shot of a vintage car's dashboard, showing the speedometer needle rapidly increasing, highlighting the vehicle's speed and performance.© AlpineAlpine “70 years of lightness”, 0:36© AlpineA stylized, animated shot shows a large megaphone with text appearing on a wall, as a crowd watches from above.© AlpineA vintage blue race car with number 46 is surrounded by a pit crew and spectators at night, with bright headlights illuminating the wet ground.© Alpine
    Length: 173 s · Shots: 82 · Average shot: 2.1 s · Format: mixed

  3. 03Ad ideas: every spot built on a historical reenactment

    Before you present an idea, you need to know who has done it, and how.

    Alpine “70 years of lightness” is built on a historical reenactment. Search the library by idea to see every spot that uses it.

    Uber Eats “A Century of Cravings”© Uber EatsFTX “Don't Miss Out”© FTXAmazon “Pompeii”© AmazonPost Bellum “Breaking the Silence”© Post Bellum
    Uber Eats · FTX · Amazon · Post Bellum

More commercials by Antoine Bardou-Jacquet

More from Maison BETC

  • Lacoste "Original Aqua - Aqua Splash" (2026) commercial still© LacosteLacoste “Original Aqua - Aqua Splash” 2026Dir. Thibault Della Gaspera · Maison BETC
  • Alpine "The Anomaly" (2025) commercial still© AlpineAlpine “The Anomaly” 2025Dir. Nicolai Fuglsig · Maison BETC
  • Sephora France "We Belong to Something Beautiful" (2025) commercial still© Sephora FranceSephora France “We Belong to Something Beautiful” 2025Dir. Fenn O'Meally · Maison BETC
  • Sephora "WE BELONG TO SOMETHING BEAUTIFUL" (2024) commercial still© SephoraSephora “WE BELONG TO SOMETHING BEAUTIFUL” 2024Dir. Stefanie Soho · Maison BETC
  • YSL "Black Opium" (2023) commercial still© YSLYSL “Black Opium” 2023Dir. Anton Tammi · Maison BETC
  • Prada Beauty "Rethinking Beauty" (2023) commercial still© Prada BeautyPrada Beauty “Rethinking Beauty” 2023Dir. Tim Elkaim · Maison BETC

Award-winning auto commercials

Questions

Who directed the Alpine “70 years of lightness” commercial?

Antoine Bardou-Jacquet directed it, produced by Partizan, for the agency Maison BETC.

Which agency made Alpine “70 years of lightness”?

Maison BETC created it for Alpine (2025).

What awards did Alpine “70 years of lightness” win?

1 awards, including Epica 2025 Silver Automotive.

What is the tagline of Alpine “70 years of lightness”?

“Lightness is a force.”

Sources for the credits and awards

winners.epica-awards.comdandad.orgoneclub.org