There’s a new French revolution. Citroën takes aim at electric cars having been the exclusive domain of the ultra-wealthy or the eco-virtuous for far too long, priced far beyond the reach of ordinary people.
The brand is breaking down barriers with the introduction of the ë-C3 and BETC has created a brilliantly cinematic and humorous revolutionary-themedcampaign to announce it.
The whimsical hero commercial, directed by director, Fredrik Bond, is set against the backdrop of David Bowie’s rebel anthem, Suffragette City. The high action drama recalls (and extends) Citroën’s finest car chases. The new campaign continues Citroën’s rich tradition of creating famously popular and culturally charged campaigns.
Accompanying the 80-second film is a series of equally comical 15-second product videos in which rebels hogtie, chase, and poke fun at the elites with the help of their fully-equipped ë-C3s; while calling out many of the cars standout features including best-in-class comfort, a first for the city car segment and the fact it’s made in Europe, without any compromise on design, comfort or technology. The campaign will also include print, radio, and a full social media orchestration.
BETC’s campaign was produced by La Pac in partnership with Stink Paris.
“Be reasonable, ask for the impossible, that’s what we wanted to say for the launch of an electric car accessible to all,” stated BETC Paris president and chief creative officer, Stéphane Xiberras. “Okay… so the film isn’t very reasonable, but since ‘impossible isn’t French’, thanks to Citroen, thanks to all our team and thanks to Fredrik Bond for making the impossible possible.”
The film is the second major project under new Citroen vice president, global marketing & communications, Federico Goyret, who commented, “The new ë-C3 is a revolutionary product, offering accessible, high quality, electric mobility for everyone for the first time. This product deserved a catchy, high impact, visually stunning campaign, adorned with a fantastic soundtrack.”
Credits:
Creative Agency: BETC Paris
Chief Creative Officer: Stephane Xiberras
Creative Director: Nicholas Bakshi
Copywriter: Matt Jones
Art Director: Abi Stephenson
Designer: Anthony Tavares
Director: Fredrik Bond
Production Companies: VERY CONTENT, STINK
