All 11 spots are 20 seconds long and demonstrate what can happen in the absence of light, that is, darkness. Shot on video, each spot shows an item or person in a well-lit situation as an overbearing announcer sets up the scene by saying something like, "Here we have a cutlet of beef in the light. Turn off the light and voila, it's gone (translated from the French)." Other situations include a plumber whose luck at fixing a broken pipe does not improve in the darkness; similarly a farmer massaging a cow's teats has little more luck when thrust into the darkness. Each spot ends with the reassuring glow of Grumly, the glow-in-the-dark night light doll. Other intriguing visuals include a troubled old woman, a cyclist, the invisible man and a naked man flopping about in a pool that is only momentarily well lit.

Creatives Gilbert Scher and Christophe Caubel worked with producers Ingrid Vasseur and Marianne Thomas on the agency side. Caubel also directed the spots through Paris-based Why Us? Sound Design was handled by Macadam.