What if, eight years from now, nothing made sense anymore? BETC Paris and Citroën’s humour have built a campaign for the brand’s warranty into an absurd (perhaps) 2034 setting.
The hero commercial, 2034 ELECTION, imagines the world in 2034 where societal and technological upheavals have become the new normal, and even presidential elections have gone off the rails.
The film opens with a political news broadcast covering the presidential debate for 2034. The anchor presents the first two candidates in a seemingly normal fashion before arriving at the third candidate – a social media influencer who happens to be a dachshund in a top hat. While the crowd goes wild for the dog, who goes by the name, Mr Doodlesworth, a young man seated at home watching who can barely believe what he’s seeing.
As the absurdity unfolds, a calm voice reassures, “Don’t freak out. In 8 years, your Citroën will still be under warranty.”
The 55-second spot was directed by Traktor and produced by Stink / Very Content. It blends cinematic craft and surrealism, with the unmistakable energy of Village People’s, Macho Man, adding an extra touch of touch of absurdity that’s very much in line with the latest Citroën comedies.
The global campaign covers TV, digital, DOOH, POS & PR.
Client: Citroën
Marketing Office Stellantis: Olivier François, Anne Christelle Guillet, Fabian Rodriguez, Sylvain Peraldi, Julie Alcaraz, Manon Jordan, Jamila Harouach
Citroën Team: Xavier Chardon, Federico Goyret
Creative Agency: BETC Paris
President & Chief Creative Officer: Stéphane Xiberras
Account Team: Bertille Toledano, Mehdi Benali, Benjamin Merllié, Aude Devaux, Hugo Lesieur, Pierre-Louis Cabon
Executive Creative Director: Nicholas Bakshi
Copywriter: Nicolas Richard
Art Director: Romain Ducos
Creative Ressources Coordinator: Kemi Zinsou
Creative Producer: Magalie Dauleu
Strategic Planners: Etienne Averseng, Chloé Wren, Paul Rouquie
Production Company: Stink / Very Content
Director: Traktor
CEO & Executive Producer: Jérôme Denis
Line Producer: Clémentine Tatin
Production Coordinator: Léna Le Tessier, Virginie Lempereur
Production Assistant: Damien Michot
Director of Photography: Franz Luztig , Agent Cosmic
Casting Director: Kate And Lou Casting
Executive Service Production: Icon Films
Executive Producers: Emil Rangelov, Millen Nickolov
Production Manager: Gaby Botova
1st Assistant Director: Todor Chapkanov
Production Designer: Agustin Moreaux @The Talent Group, Nadejda Pachova, Irina Magdalincheva
Wardrobe Stylist: Vasilen Milkov
Executive Post Producers: Kim Walling-Phoung, Laurence Lelong
Editor: Walter Mauriot
Colourist: Jean Clément Soret @ Company 3 London
Post-Production House: La Pac X Mathematic
VFX Supervisor: Thomas Dairain
Flame Artist: Sébastien Aubet
After Effect Artists: Quentin Letout, Jonathan Jost, Emilien Denis
BETC Music Supervisors: Adam Ghoubali & Seril Farran
Sound Studio: Schmooze
Producers: Carla Biancheri, Greg Galian
Music Publishers: Galilée Publishing & Schmooze Advertising Music
