2019 will be a big year for Citroën as the French marque celebrate 100 years of innovative exploits and iconic advertising.
Following the launch of a first episode brand campaign advertisement last March, Citroën returns with an updated version of that very movie clip, which worked in synergy with Traction.
Featuring that long-lost hitchhiker once again, the film will be broadcast internationally in four brand new clips:
- Jacques Séguéla/Citroën DS: Sat comfortably in a DS Pallas in the 60s, the famous publicist is the architect of Citroën campaigns from the 80s (Wild Chevrons, AX on the Great Wall of China, Visa GTi on the Clémenceau aircraft carrier, CX with Grace Jones, etc.) and the inventor of entertainment advertising, just as André Citroën himself had the gift for.
- Xsara Picasso: Our hero also crosses the path of a child who strangely looks like him on board the Brand’s first compact MPV.
- Sébastien Loeb/Citroën Xsara WRC: Our hero gets on board with Sébastien Loeb in the racing car which helped him to become Rally World Champion for the first time in 2004. With his co-driver Daniel Elena, he would deliver eight constructor’s world titles for the Brand and would win nine driver’s titles. A record forever engraved on the hearts of fans and of the Brand, which from its very creation has opened the way to memorable exploits beginning with the Citroën expeditions in half-tracks.
- New Citroën C5 Aircross SUV: The film continues with a journey on board the Brand’s latest launch, carrying a group of adventurers. It is worth noting that this will be the first advertising appearance for Citroën’s new SUV, a few days before the broadcast of its launch advertising campaign.
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The outstanding message delivered on a global scale is the ode to freedom, with the film showing Citroën’s history which began in 1919: ‘We have shared the same love of freedom for 100 years’.
Sequential imagery is supported by the powerful sounds of Roger Hodgson, co-founder of SUPERTRAMP, singing ‘Take a long way home’,
Having already won awards this year from Auto Moto and Top Com, the 2018 film has just been rewarded twice more over the last few days in Paris with the major prize of Advertiser of the Year and also the Coyote Automobile awards.
To launch its centenary year and to celebrate the New Year, Citroën will broadcast the 2 minute 26 second version on social networks. Two shorter versions of 30 and 45 seconds will also be broadcast, on television from 30 December 2018 to 2 January 2019 in France.
The company is said to ‘keeping more surprises’ up its quirky French sleeves for the centenary year….