In Venice, forty-old-year old Serge Fabergé (Serge Gainsbourg) has just been given the best advertisement director award. While taking a walk on the Piazza San Marco, Serge meets Evelyn Nicholson (Jane Birkin), a twenty-three-year-old English beauty. He falls passionately in love with her and, as a result, starts neglecting his charming wife, Françoise, going so far as to consider divorcing her. Slogan it is a film Gainsbourg made with his friend/Director Pierre Grimblat in 1968. It was also the film where he met Jane Birkin, his partner and muse for the next thirteen years.

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