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Total is a leading energy company but not a leading energy brand, according to Jacques-Emmanuel Saulnier, its senior vice-president of corporate communications. The company now plans to rectify this disconnect with a global campaign created by Marcel. The ad features a rousing soundtrack by Kavinsky and shows Total workers talking about how energy production must improve to become safer and more efficient. The spot, which kicks off a three-year campaign that also includes press and digital executions, launched on 2 October and will run in 21 countries. It was directed by Samir Mallal through Carnibird.