Marcel is taking DS Automobiles into new territory, with a campaign that’s more modern and offbeat. The campaign relies on the idea that the French sometimes go too far – fashion is too ostentatious, food is too precious, people are too loud…It positions the DS N°8 as an example of this in a commercial that delivers humour, subtlety and style.
The hero commercial, directed by Henry Scholfield, the campaign film follows the journey of a DS N°8. It is crossing France from Paris to the Mediterranean without charging, but what the viewer notices are the sights it passes and accompanying voiceover, that highlight France’s penchant for excess. An original soundtrack by Guillaume Alric/Enfant Sauvage adds an emotive underscoring. The film marks the beginning of an artistic collaboration between DS and musician Enfant Sauvage, member of the duo The Blaze, which will extend across several campaigns.
The campaign’s 30-second television spot will be broadcast on the major French channels until September 14, and supported with 20-second digital videos between September 1 and 20 and press in France’s national and regional titles and in the magazine press as well as magazines. DS Automobiles will also sponsor several France TV programmes between October 1 and November 30.
Credits :
Client : DS Automobiles
Chief Marketing Officer Stellantis: Olivier François
Chief Executive Officer DS Automobiles: Xavier Peugeot
Director of Marketing and Communication DS Automobiles: Bastien Schupp
Head of Marketing Office Stellantis French and German Brand: Anne Guillet
Director of Brand Content DS Automobiles: Camille Bataille
Advertising Campaign Manager DS Automobiles: Stéphanie Thienot
Creative Agency : Marcel
Co-Presidents: Pascal Nessim, Youri Guerassimov, Gaëtan du Peloux
Global Account Lead: Sébastien Jauffret
Chief Strategy Officer: Thomas Cleret
Strategic Planner: Mailys Ducournau
Creative Director: Clément Séchet
Head of Art Direction: Julien Schmitt
Copywriter: Olivier Dermaux
Art Director: Juliette Jouis De Maupeou
Account Team: Fanny Delaunay, Laurent Enet & Séléna Urban
Project Director: Eva Castrillo
Social Team: Charlotte Giraud-Charreyron, Sébastien Kieffer, Clément Francfort, Axel Laurent & Léo Cool
Head of Production: Timothé Rosenberg
TV Producer: Lorraine Poincignon
Production Company : Movie Magic
Director: Henry Schofield
DOP: Daniel Fernandez Abello
1st AD: Ferran Rial
Executive Producer: Giorgio Borghi
Producer: Michaela Salova
Post-Production: Firm
Executive Producer: Coralie Duarte
Head of Post Production: Nicolas Rochette
Post Production Assistant: Lucie Ruel
Supervisor VFX On Set: Etienne Salençon
Editors: Edward Maileander & Matthieu Le Scornec
Colourist: Arthure Paux
Audio Post-Production : Prodigious
Music Creative Director: Christophe Caurret
Music Art Director: Maxime Rouge & Grégoire Bucaille
Music Producer: Carsten Krueger
