Citroën is positioning its C5 Aircross as a dream come true. BETC found a way to make that memorable. The humorous hero film, by Fredrik Bond, borrows the structure of a cinematic classic – the endlessly repeating dream – to dramatise the idea that the car is so comfortable and desirable, it feels unreal.

“Some products just change your notion of what’s possible. They warp your sense of reality. That’s the effect we wanted to convey here in our typical humorous and self-aware tone,” explained Nick Bakshi, creative director at BETC Paris. “We wanted to show how it feels to step inside a car that seems too good to be true – until you realise it’s real.”

In social media, BETC Fullsix & Very Content have conceived and crafted videos that highlight the car’s key features in a dreamy, refined and sophisticated universe. Far from a simple advertising extension, they open up a new narrative, with a different character, that explores the segment’s most dreamed-of qualities: space, comfort, technology and multi-energy.

The film fits into the new Citroën history of cinematic comedies, following The Alien for the ë-C4 and The Hunt for hibernation for the C3 Aircross. “With this film, we continue to explore bold, entertaining narratives that blend spectacular visuals with everyday relatability,” noted Mehdi Benali, managing director at BETC Paris. “It’s a balance that makes the brand distinctive in automotive storytelling today.”

“With this campaign, we highlight its design, technology and unmatched comfort in a way that’s engaging, playful, and true to Citroën’s DNA. It’s not just a car – it’s the embodiment of our promise to let people live large,” sadded Olivier François, chief marketing officer at Stellantis.

Produced by Very Content, with post-production by Light, the campaign leans on a nostalgic soundtrack to cement the dreamlike atmosphere. Richard Sanderson’s Reality, a song made famous in the 1980s, adds both warmth and irony to the story – a wink to audiences who recognise the melody, and a counterpoint to the surreal imagery.

The campaign will cover TV, cinema, digital, social, print and outdoor, launching first in France on October 5, before expanding across Europe.

Brand: Citroen
Ad Agency: BETC Paris
Chief Creative Officer: Stephane Xiberras
Creative Director: Nicholas Bakshi
Copywriters: Tristan Lenczner, Olivier Mille
Art Director: Simon Carr
Productions Companies: VERY CONTENT, STINK
Director: Fredrik Bond