Step right up, ladies and gentlemen! In Élu Produit De L'année, French pop star Christophe Willem turns the stage into a giant trade fair, presenting himself as this season's must-have gadget. With cheeky shout-outs to Harrods, Wal-Mart, Cora, and Shopi, he lets the glossy language of commercials do the talking, bragging about being “often copied, never equaled.” The song sounds like a TV shopping pitch, yet it is really a playful wink at the way marketing can slap a shiny sticker on anything – even a human being – and call it Product of the Year.
Beneath the catchy chorus lies a sharp critique of throwaway culture. Willem admits he is only the “locataire d'une gloire éphémère” – a temporary tenant of fame – and once the next inventory is taken, today’s headline act will be yesterday’s leftover stock. By packaging himself like a supermarket novelty, he exposes how quickly society moves on to the newest craze and how easily people let themselves be labeled, sold, and replaced. The result is a fun, tongue-in-cheek anthem that invites us to dance, laugh, and maybe question the price tag we put on ourselves.