E.Leclerc Radio Spot: malins

Subscribe for the Quiz

The above audio sample and transcription is from an E.Leclerc ad spot. We do not own the content. We are not paid for this content, it is for educational purposes.

clever

I was in the car the other day and an E.Leclerc ad came on, followed shortly by a Carrefour. It was a lot of numbers and a lot of speech. All in a short amount of time. Try it today.

What’s opening up for you with this clip?

The snippet in English

Find a translation of this snippet here, how much of this did you hear?

The above translation from Deepl. Source

What does “E.Leclerc” mean?

E.Leclerc is a major French supermarket chain, pronounced [uh luh-CLAIR]. Founded in 1949 by Édouard Leclerc, it’s known for low prices, consumer advocacy, and access to culture.

It’s widely used for everyday shopping—groceries, books, electronics, fuel—especially in suburban/rural areas. Leclerc promotes itself as defending pouvoir d’achat (buying power), often with anti-tax or pro-local messaging.

Culturally, it’s practical, no-frills, and proudly French—seen as affordable, not chic, but respected. Many stores include Espace Culturel, reinforcing its “value + culture” brand.

What does “Ça y est” mean?

Ça y est means that’s it, it’s done, or here we go—used to signal that something is finally happening, completed, or understood.

Ça y est, il a compris ! (That’s it, he got it!).

It’s informal and very common, expressing relief, excitement, or readiness.

In France, ça y est is used constantly in speech, often with emotion (ça y est, on part ! – here we go, we’re leaving!); in Quebec, usage is the same, with tone and context driving meaning; in Francophone Africa, ça y est is widely used in casual conversation to announce success, progress, or the start of something—often with a celebratory or dramatic tone.

What does “les lutins” mean?

Les lutins means elves or goblins—small, mischievous, magical creatures often found in folklore or holiday traditions.

Les lutins du Père Noël fabriquent les jouets (Santa’s elves make the toys).

It’s neutral and playful, commonly used in stories, cartoons, or seasonal language. In France, les lutins appear in fairy tales and Christmas imagery (les lutins du Père Noël); in Quebec, lutins are also central to holiday culture, especially with the tradition of the lutin farceur (Elf on the Shelf–style prankster elf); in Francophone Africa, les lutins are understood mostly in the context of imported stories or festive themes, sometimes blending with local folklore depending on the audience.

What does “ils sont forts” mean?

Ils sont forts means they are strong or they’re good at it—depending on context.

Ils sont forts en mathématiques (They’re good at math) or

Ils sont forts, ces joueurs ! (Those players are strong/great!).

It’s neutral to positive, used for physical, intellectual, or skill-based strength. In France, it’s often used to compliment someone’s abilities or to admire cleverness (ils sont forts, ces types-là – those guys are sharp).

What does “malins” mean?

Malins means clever, cunning, or sly—used to describe people (or sometimes animals) who are sharp, resourceful, or a bit tricky.

Ces enfants sont vraiment malins (Those kids are really clever).

It’s neutral to positive, depending on tone: it can imply smart thinking or playful trickery.

In France, malin is common in casual speech (t’es malin, toi – you’re a smart one, huh), and can also imply someone who outsmarts others. In Quebec, it’s used similarly, though rusé (cunning) might be preferred for more strategic cleverness. In Francophone Africa, malins is often used admiringly or critically to describe someone who finds smart, sometimes sneaky, ways to get ahead—especially in school, work, or everyday life.

What does “d’organiser sa tournée” mean?

D’organiser sa tournée means to organize one’s tour—typically referring to planning a series of visits, performances, or stops, whether for a musician, public figure, delivery person, or even a doctor.

Il est en train d’organiser sa tournée d’été (He’s organizing his summer tour).

It’s neutral and practical, used in professional, artistic, or logistical contexts. In France, tournée commonly refers to music tours (tournée mondiale – world tour), service rounds (tournée du facteur – the mail carrier’s route), or promotional circuits.

What does “filer un coup de main” mean?

Filer un coup de main means to give a hand or help out—used informally to offer or ask for assistance.

Tu peux me filer un coup de main ? (Can you give me a hand?).

It’s friendly and conversational, very common in everyday French. In France, it’s widely used in casual speech, especially for physical or practical help; in Quebec, donner un coup de main is more common in formal or written contexts, but filer keeps a relaxed tone; in Francophone Africa, filer un coup de main is well understood and used in informal settings, often among peers or family when cooperation or quick help is needed.

What does “tout ce qui compte” mean?

Tout ce qui compte means all that matters or everything that counts—used to highlight what is truly important in a given situation.

Tout ce qui compte, c’est qu’on soit ensemble (All that matters is that we’re together).

It’s neutral and expressive, often used to focus on values, priorities, or emotions.

In France, it’s common in both heartfelt conversation and reflective writing.

What does “existe à prix E.Leclerc” mean?

“Tout ce qui compte pour vous existe à prix E.Leclerc”
literally means:
“Everything that matters to you exists at E.Leclerc prices”

But naturally translated, it would be:
➡️ “Everything that matters to you is available at E.Leclerc prices”
or
➡️ “All that matters to you—at E.Leclerc prices.”

It’s a marketing way of saying:
✨ “You can get the things that are important to you—affordably—at our store.”

What does “modalités” mean?

Modalités means terms, conditions, or procedures—used to describe the specific ways in which something is done or applied.

Veuillez consulter les modalités d’inscription (Please check the registration terms).

It’s formal and administrative, common in official documents, legal contexts, and institutional communication.

What is opening up for you?

Comment below with the words you thought you heard, where you struggled, where you surprised yourself, or what you thought about this clip. Every little bit inspires other learners, thank you for being that inspiration to others on their French fluency journey!