BETC has created a story about finding your niche. The story happens to have a Citroën C3 Aircross SUV in it. It’s a story that hasn’t been told time and time again. That’s three pluses so far.
Cello is about a young girl who is not very good at mountain biking, pottery or martial arts. Eventually, she finds her calling. She is an accomplished young cellist. The title, Finding one’s way can be quite an adventure, underlines the point of the story and makes an oblique reference to the desirability of the Citroën.
“Throughout her journey, the Citroën C3 Aircross SUV adapts to each new situation, demonstrating its versatility and the brand’s mission to provide enthusiasm, well-being and ingenuity.” The idea that anyone picks up on this is possibly wishful thinking but the story leaves an impression and underlines the individuality of the brand, which has always been one if its drawcards. It’s also an interesting way to show the Citroën handling a number of different road situations. As subtle as this is, it’s the fourth plus.
Cello is meant to reference the brand’s “inspired by you” philosophy. That, too, is something you get only when it’s explained outside the story. The ad’s strength lies elsewhere, its relatability, feel good factor and suggestion of Citroën’s uniqueness.
The film was directed by Thirty Two and is accompanied by an original composition of Yann Tiersen’s Valse d’Amélie, to underscore the brand’s French roots.
“Citroën is a brand that prioritises people, comfort and practicality. The film encapsulates this, telling a story we can all recognise and relate to while also demonstrating the brand’s relevance and versatility,” stated Stéphane Xiberras, president and chief creative officer, BETC France.
The TVC is running globally, excluding the US, Canada, India and China, and the film is running worldwide digitally.
Credits:
Agency: Traction (BETC)
Executive Creative Director: Stéphane Xiberras
Creative Director: Nicolas Lautier
Copywriters: Arthur Cieutat & Nicolas Amiard
Creative Producer: Caroline Petrucelli
Account Management: Bertille Toledano, Hugues Reboul, Julien Grimaldi, Anyce Nedir, Marina Kovalenko & Thomas Jaffeux
Traffic: Nathalie Sanseigne
Assistant TV Production: Laurent Seigneur & Manon Poudens
Strategic Planning: Philippe Martin Davies
Production Company: Insurrection
Director: Thirty Two
Sound Production: Startrec
Client: Citroën
Client Team: Arnaud Belloni, Bruno Gisquet, Sylvain Peraldi & Amélie De Chabannes
