A caveman's guide to queue-cutting

Yeah, yeah, none of us particularly like standing in a line, but there's a particular place in hell for those that cut in regardlessly. However, our view on everyday queue-disregarders might be somewhat softened when put in comparison to the despicable tactics employed by the prehistoric protagonist of Rosapark's new commercial for Monoprix.

Showing us Humanity's First Queue, the spot, directed with comic cruelty by Partizan's Antoine Bardou Jacquet, sees our grunting space-grabber trick, fool and, frankly, horrifically kill his way along the waiting line for a particularly tasty slice of mammoth. 

Finally hoisted by his own petard - or, rather, betrayed by his fake pregnancy - we see how the whole activity can be achieved much more successfully, and less murder-y, with Monoprix's new Monoprix et Moi app.