A car ad for millennials that doesn’t show them driving through the city having fun while using any of the car’s devices. Brilliant. A car campaign that’s completely different. Even more brilliant. It’s a series of youth mantras housed in some appealingly wild imagery by Publicis La Maison x Marcel for the DS 3 Crossback. And it has a powerful sound track. Of course there are car images. It’s a car campaign. But the campaign does what it set out to do. It defies and reinvents the traditional codes.
‘’DS 3 Crossback is definitively an iconoclast vehicle, breaking the codes in the category with its sculptural design and hi-tech equipment. That’s why we wanted a campaign that would reflect the car’s bold spirit. By reinventing the Mona Lisa, affirming our convictions or inviting viewers not to be followers, we take a stand and send a strong message about what we believe,” explained Arnaud Ribault, brand director, DS Automobiles.
The campaign is a series of short format films defy the much-expected long format film. DS Automobiles opted instead for short impactful tableaux to reflect what it takes to push the limits, to stand up for your beliefs, to follow your convictions – mirroring the car’s personality.
DS Automobiles reached out to Daisy Zhou of Boogie Nights Production to direct the campaign. Zhou is one of Adweek’s Top 15 Talented Directors said to be raising the standard for storytelling and was chosen for her signature camera moves and experience with music videos and documentaries. The electro soundtrack was also chosen to underline the iconoclast character of the car, and mixed with a celebratory organic trumpet, to announcing the birth of something new.
The campaign is running in Italy, Spain, UK, Germany, Luxembourg, Portugal, Netherlands, Switzerland, Austria, Turkey, Czech Republic, Poland, Russia, Ukraine, Hungary and Croatia.
Agency: Publicis La Maison x Marcel
President: Charles Georges-Picot
Executive Creative Director: Anne de Maupeou
Art Director: Emilie Ramain
Concept & Copywriting: Olivier Dermaux & Sophian Bouadjera
Managing Partner – Head of Strategy: Nicolas Levy
Strategist: Leoda Esteve
Partner – Head of Global Business: Christophe Neyret
Group Account Director: Fanny Delaunay
Account Manager: Margaux Saltiel
TV Producer: Cleo Ferenczi @ Prodigious
Production Company: Boogie Nights
Director: Daisy Zhou
Producer: Jonas Ramus
Sound production: Prodigious
Client: DS Automobiles
Client Team: Arnaud Ribault, Pénélope Yeatman Eiffel & Stéphanie Thienot