The video creator and his associates react to an Intermarché advertisement promoting a range of French terroir products. They initially mock the lack of ethnic diversity in the video before praising its nostalgic aesthetic and local products. The creator then broadcasts a clip of a man, Jean-Barthélémy, who expresses surprise at the absence of Black or Arab people in the spot. The creator denounces this reaction as a manifestation of "wokism" and claims that white populations are the only ones required to be diversified in media representations. He argues that minorities are instrumentalized and fetishized by "bobos".