Frenchness, pre-empted

From France: a wacky ad with, arguably, a wackier explanation.

I suggest you first watch the ad: link to video.

Then consider this explanation accompanying the ad:

We could have organised tastings in Parisian grocery shops to convince you that our pasta is the best.

​​We thought of inviting you to a recycling workshop to show you how unique our 100% paper packaging is.

We even considered asking the Italians whether they preferred Linguine or Coquillettes.

But no. We preferred to revive the irreverent, even slightly punk, but still contemporary, side of Lustucru, by imagining a campaign with French agency Artefact 3000 in Korean, German and Spanish to pre-empt our Frenchness!