VS’is an obvious reference when we talk about classical music and advertising: “Music that goes tuuutuututu in bank advertising. “And yet paradoxical since, for almost 30 years that this advertisement and its soundtrack have appeared on our screens, no one seems to have retained either the brand, the name or the composer of the piece. The bank is in reality CNP Assurances and the music is “the” waltz of Dmitri Shostakovich, a Russian composer with ambiguous relations with the Soviet dictatorship, which will bring him worldwide, popular and posthumous glory.
The saga began in 1993. “We had to create notoriety around CNP Assurances and build the image of the number one personal insurer in France, said in 2014 Vincent Leclabart, president of the agency…