BETC’s new commercial for Citroën’s flagship C5X parallels travelling in the car to floating in space.
Luxury marketing agency, Hudson Rouge’s, new commercial for the Lincoln Navigator shows the car gliding towards the moon in an extraterrestrial landscape, with Ruelle’s cover of Walking on the Moon enhancing the outer space experience.
This new extension to the long and winding isolated road theme seems to be growing.
For Citroën, the commercial (created with BETC group’s Citroën agency, Traction) is An invitation to serenity. The brand views mobility above all as a source of calm and well-being. Stéphane Xiberras, BETC president and chief creative officer, explained the Citroën commercial’s point of difference, “Usually in advertising campaigns, representations of space, rockets and astronauts connote speed, power and performance – concepts which are all highly masculine. Here, we have used weightlessness as a metaphor for the sensations experienced behind the wheel of Citroën C5 X. Sensations of well-being, calm and serenity. It is always thrilling to work with a brand capable of doing things so differently of what is expected!!”
According to Laurent Barria, marketing and communications director, Citroën, the new commercial describes the car’s “smooth driving experience, unrivalled comfort and intense feelings of peace and well-being.”
Hudson Rouge’s creative aims to highlight the latest Navigator’s hands-free feature, ActiveGlide. The Ruelle track has been released for streaming on Apple Music, Spotify and Tidal.
Citroën Credits:
Client: Citroën
Client Management: Laurent Barria, Bruno Gisquet, Sylvain Peraldi & Sandrine Delouche
Ad Agency: BETC
Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Nicolas Lautiuer
Art Director: Marie Donnedieu de Vabres
Copywriter: Thomas Prechac
Strategic Planner: Philippe Martin Davies
Creative Traffic: Nina de Wet, Kemi Zinsou
TV Producers: Tanguy Dairaine, Felix Vroegpop
Creative Producer: Morgane Bohn
Account Management: Tiphaine du Plessis, Mehdi Benali, Julien Grimaldi, Emmanuelle Woehrel, Ludovic Halary & Helene Talbot
Production Company: Phantasm
Director: Rune Milton
Music Production: Start-Re
Music Composers: Alex Jaffray & Gilles Facerias
Music Publishing: L’Oreille Pointue
Post-Production Company: Digital District
Lincoln Credits:
Ad Agency: Hudson Rouge
Chief Creative Officer: Jon Pearce
Creative Directors: Brett Minieri & Luke Partridge
Head of Integrated Production: Mary Ellen Verrusio
Executive Producer: John Cline
Business Manager: Ron Kirkman
Senior Talent Manager: Angela Martin
Chief Executive Officer: Paul Venn
President: Michael Stefanski
Chief Strategy Officer: Oliver Gibson
Channel Strategist: Karen Geier
Group Account Director: Tamara Taylor
Production Company: Serial Pictures
Director: Daniel Askill
Executive Producer: Sara Geco
Producer: Stine Mosen
DoP: Natasha Braier
Editing: Cosmo Street
Editor: Mark Potter
Producer:Anne Lai
Post Production & VFX: MPC
Colour Grade: Mark Gethin
VFX Lead: Chris Bernier
Executive Producer: Camila Di Biaggi
Producer: Colleen Valentino
Music: Original – Walking on the Moon. Written by Sting
Music Company: MAS Music and Strategy
Music Company: Sony Music Licensing
Creative Directors & Executive Producers: James Alvich & Gabe McDonough
Producer: Caitlin Russell
Re-recording Artist: Ruelle
Audio Finishing: Heard City
Post Enginee &/Mixer: Mike Vitacco
Producer: Liana Rosenberg
