Making a difference in the automotive world with its innovative solutions against environmental concerns, Citroen draws attention by bringing together emotion and science fiction in the advertising campaign of the new C4X.
Citroën, one of the world’s largest automobile manufacturers and a reference brand in terms of comfort, is drawing attention with its advertising campaign for its new fully electric C4X model. Citroën has added another ambitious and original advertising campaign to its innovative advertising tradition, such as “La Révolution” for the new ë-C3 and “Le Patineur” for light commercial vehicles. With its new advertising campaign, the brand has once again managed to bring together humor, magnificent cinematography and captivating storytelling.
Pursuing the goal of offering vehicles that touch every aspect of the mobility world and are accessible to everyone, the brand continues its tradition of flashy films by combining science fiction with emotion with its advertising campaign for the new C4X model. Directed by filmmaker Gary Freedman, the commercial tells the fascinating and unexpected story of a friendship between a young woman and an extraterrestrial being.
In the commercial, the young woman does her best to help her new friend from another planet find his spaceship. Chases involving military helicopters and police vehicles add excitement to C4X's adventures. But just when everything seems to have a happy ending, the alien's true interest in the new C4X emerges and he chooses the revolutionary comfort of the vehicle instead of continuing his galactic journey.
The carefully constructed extraterrestrial character “Mike” will also be the hero of the brand’s digital content and will continue his adventures with humor. Citroën enlisted the help of a team of renowned experts to create an original soundtrack that combines suspense and tension, and includes highly realistic special effects, while bringing this ambitious adventure to life. The advertising campaign, designed around a rich digital ecosystem, features the entertaining and engaging content of the extraterrestrial Mike, from interactions at Citroën dealerships to crazy adventures on social networks. The campaign began in France on February 2nd with a one-minute TV format, and then went live in Turkey on February 7th.
Citroën Marketing Director Federico Goyret commented on the commercial, saying: “We wanted to show Citroën’s main goal: to offer vehicles that combine innovation, accessibility and joy of life.”
“This advertising campaign captures universal emotions such as trust and surprise, while highlighting the unrivalled comfort of the new Citroën C4X.”
