This is the latest newborn from Exotica - "en very et contre tout" a French expression which is originally written "envers et contre tout" (resistant to all factors, which is twisted into "evergreen and resistant"). It's a patriotic twist as the tree in question is the Cedrus libani - our national symbol.
The bummer is that Exotica ALREADY used the Cedrus in a different ad (which was a TV format but I have no idea if it was broadcast or simply distributed online). Here's the packshot:
And the worst part? Exotica still cannot beat its best patriotic ad yet:
It's a bit like Apple - you get to the top and you go downhill from there....