All-New Citroen Ë-C3 Commercial: The Revolution Has Begun
- Throughout its 100-year history, Citroën has always been synonymous with bold engineering innovations and creative excellence in their advertising
- Citroën introduces a groundbreaking 360° campaign for the all-new ë-C3: films in multiple formats, social media, digital capsules, GIFs, visuals, and more
- All-new Citroën ë-C3 campaign goes live in France on June 1st and in all of Europe in July
With its new ë-C3, Citroën is kicking off a new French revolution. To date, electric vehicles have largely been seen as luxuries, reserved for the elite. With a price of €23,300 without even including the multiple EV bonuses available all over Europe – or just €99 per month ‑ the ë-C3 is now making them available to everyone with strong attributes such as new design with SUV codes, fully equipped, signature Citroen comfort, made in Europe, and up to 320km range.
To communicate that fact, Citroën is launching an equally disruptive advertising campaign. For the very first time, a fully integrated production set-up was used to create multiple assets simultaneously, thus ensuring maximum impact across all media channels and throughout the conversion funnel.
The results are breathtaking. The location shoot – at a Hungarian chateau – mobilized five production crews, over five days and nights. For the TV ad, the awards winner director Fredrik Bond spared no expense to craft a cinematic take on the ë-C3 revolution. The costumes and wigs came from Sofia Coppola’s film Marie Antoinette. The stunt crew worked on Dune 2. The soundtrack is the original version of David Bowie’s Suffragette City. With tongue firmly in cheek, the finished film tells the story of how electric vehicles finally ended up in the hands of the masses.
In parallel to the shoot for the TV film, multiple teams were generating a rich array of content for social media, digital capsules, key visuals, lifestyle visuals, and behind-the-scenes content. As a result, all the assets were generated at source in formats perfectly adapted to their end uses – from YouTube mastheads to GIFs and social media carousels. By generating a full spectrum of TV, social media and digital content all at the same time, the production looks set to impact the world of advertising as much as the ë-C3 does the world of motoring.
As such, it is in keeping with Citroën’s historically creative approach to advertising. The brand’s breakthrough products have always been accompanied by an equally innovative approach to communication. That approach can be traced from the Citroën name that lit up the Eiffel Tower from 1925 until 1936, right through to this year’s TV film for the renewed LCV range – which recast the LCV ad as an epic love story between a working man and his vehicle.
“Creative excellence in advertising is as much a part of Citroën’s history as the innovative engineering solutions that have brought ground-breaking products to the market and made people lives better. The new ë-C3 is a revolutionary product, offering accessible, high quality, electric mobility for everyone, for the first time. It is a product that deserved a catchy, impactful and visually stunning campaign, adorned with a fantastic soundtrack” said Federico Goyret, Citroën’s Marketing and Communications SVP.
Humourous, edgy, impertinent and provocative, Citroën is a brand that has always done things differently. This spectacular new campaign may mark a milestone for the car industry, but for Citroën it is part of a long and proud tradition.
Credits.
PRODUCTION COMPANY VERY CONTENT / STINK
DIRECTOR Fredrik Bond
EXECUTIVE PRODUCERS Helène Ségol, Jérome Denis
PRODUCER Alicia Richards
LINE PRODUCER Clémentine Tatin
DIRECTOR OF PHOTOGRAPHY Arnaud Potier
PRODUCTION DESIGNER Fritjof Granström
STYLIST Zsó fia Ferencz
1st ASSISTANT DIRECTOR Levente Kolcsey
EXECUTIVE SERVICE PRODUCTION Lions Production
POST-PRODUCTION HOUSE UPP
POST PRODUCER Sandrine De Monte
EDITOR Patric Ryan@MSE
COLORIST Jean-Clément Soret & Matthieu Toullet
@Company3
BETC MUSIC SUPERVISOR Adam Ghoubali
STUDIO SON GUM
MAIN MUSIC
MUSIC COMPOSER David Bowie
MUSIC TITLE « SUFFRAGETTE CITY »
MUSIC EDITION Tintoretto Music/BMG Rights Management (UK)
Limited/EMI Music Publishing Ltd
INTRO CLASSICAL MUSIC
MUSIC COMPOSER Wolfgang Amadeus Mozart[DP] 100%
MUSIC TITLE Serenade in G Major K.525 “Eine kleine
Nachtmusik”1. Allegro
To access all the resources:
Youtube :
https://youtu.be/nwlBsCyB0SM
Contact:
BENJAMIN DEMOZAY
Product Communication Manager
TEL +33 (0)6 17 69 91 43
Citroën
Since 1919, Citroën has been creating automobiles, technologies and mobility solutions to respond to changes in society. A bold and innovative brand, Citroën places peace of mind and well-being at the heart of its customer experience and offers a wide range of models, from the distinctive Ami – an electric vehicle designed for the city – to hatchbacks, SUVs and commercial vehicles, most of which are available in electric, hybrid or hybrid plug-in versions. A pioneering brand in the services it delivers and the attention paid to its private and professional customers, Citroën is present in 101 countries and has a network of 6,200 points of sale and service centres throughout the world.
For more information about Citroën, visit the media site at https://fr-media.citroen.com
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