From 2CV to CX, from Traction to Méhari, from Berlingo to C4 Cactus, Citroën has spent years observing people and their desire for adventure, freedom, family trips and getaways among friends, in order to offer them cars that are in tune with their lives. The new advertising campaign to be launched in the coming days illustrates this history that dates back to 1919: “Our vision of mobility comes from your desire for freedom”.
To bring to life the “INSPIRED BY YOU” brand slogan launched in October 2016, Citroën hired the Traction (BETC) agency to develop a film that would transport its viewers to different eras, in which the Brand’s models tell the story of a hitch-hiker's desire for freedom. By turns, this adventurer gets on board 2CV,
Type H, Méhari, CX, Visa GTi, C3 Aircross, New C4 Cactus hatchback…and each car is set in its era. This ride through the decades is peppered with allusions that make up a story both individual and collective: the Tour de France, vacation with friends, horses that recall the ones in the “les chevrons sauvages” (the wild chevrons) commercial, the 1980s summed up by a glinting gold chain and the radio volume on blast…and finally, the cars of today and tomorrow with CXPERIENCE, the concept car that points to the future of Citroën’s large hatchback.
“If Citroën has remained such a popular brand for nearly 100 years, it is because we have been inspired by the lives of ordinary people for generations: from the student in 2CV or C1, to the President of the Republic in CX or C6,” says Arnaud Belloni,Senior Vice President of Marketing & Communication at Citroën. “Following the launch of the ‘CITROËN INSPIRED BY YOU’ slogan less than two years ago, this new film showcases a few of the iconic cars that have shaped our heritage, without being a historical film. The Brand has always been able to keenly observe people’s expectations for their vehicles, and for mobility in general. This shared history also resonates with our current range, with its unique design and first-in-class comfort! "
To tell this epic story whose main actor is not the driver but the passenger, the agency brought together a French director and cinematographer, both at the top of their field: François Rousselet (Nike, AXE, Diesel, as well as music videos for J.U.S.T.I.C.E and The Rolling Stones) and Stéphane Fontaine (The Beat That My Heart Skipped, Captain Fantastic, Jackie, etc.).
The images are accompanied by a timeless musical hit, “Take the long way home,” by Roger Hodgson, co-founder of Supertramp.
Filmed in the Sierra Nevada and Barcelona, Spain, and broadcast in 30-, 45-, and 60-second versions, the campaign kicks off on 4 April in Europe for the Netherlands, Spain, France (on 15/04), Belgium, Italy, Switzerland, Germany, Portugal, Great Britain and Poland.
This international campaign will continue beyond these dates in the primary countries where the Brand is present.
It will be supplemented by a 90-second digital version.