In this week's Hotshot by Premiere Heure's Arno Salters, number crunching is brought to life in French supermarket chain E.Leclerc's new price comparison site.

Against a huge background of numbers, equations, figures and diagrams, eight suited men representing the eight major French supermarkets line up and tear their shirts open to reveal their individual barcodes. After each one is scanned, the man representing E.Leclerc is singled out and given a mini fanfare complete with cheerleaders as he's officially declared the cheapest. This is the view inside the quiestlemoinscher.com website as imagined by Salters.

"They were really into the idea of representing the website in a real and practical way," he explains. "I guess the giant chalkboards and the people working away are a good way to represent the insane amount of work that has gone into creating the website. Essentially there were over 500,000 prices that were compared."

The 28-year-old Paris-based director took two days to shoot the spot in Prague for E.Leclerc and its agency Australie. For Salters it was slightly nerve-wracking dealing with a commercial sector that has only recent started using television.

"The most difficult part was probably making the client feel at ease," he says nervously laughing. "In France the big supermarket chains have only been allowed to advertise on TV since January 2007. Up until then only print was permissible."

Salters feels his clients weren't running scared of the new medium, more concerned with finding the right style in which to portray themselves. "I think all of these massive brands have been sort of learning how to deal with this new medium. E.Leclerc are huge in France, but they're very much still searching for their voice in a way."

Salters' own voice as a director is very much defined. When asked how he comes up with the quirky yet intricate ideas for his work he laughs. "To be honest I get some of my best ideas on public transport."

Since we last featured Salters as a New Director in Issue 99 in March, he's been hard at it. Currently working on pitches, Salters also is about to shoot a second promo for Polydor rocker Paul Steel and has been recently signed to Stink for UK spot representation.

To view the spot click here.