I live in Paris and can safely say that half the commercials here begin with a woman eating yoghurt. I don't really have an explanation for it, though... yet. 

Guerilla marketing. Odd, unusual, and often times, stupid. But it works, and we're talking about it, right? They win.

I live in France too and I notice this campaign. Strange ads but you have to replace the first one in its context. In fact it seems to be a kind of banner where fear spread into : http://www.allocine.fr/evenement/residentevil/