Citroën celebrates his performance as a brand is a generalist that has registered the highest increase among the twelve automotive brands most sold in Europe with a funny new advertising campaign that sees the comfort on board his Citroën at the centre of a series of five episodes directed by Eric Judor.
This new campaign will accompany the various initiatives of the brand of the double chevron, which will take place in the course of the year.
For the occasion, were put in place the three scripts in which it is emphasized how difficult it is to renounce to the comfort of a Citroën to carry out actions that are normally done outside of the car.
The first, called The “estate agent”, starring a real estate agent who is so good in his suv C5 Aircross or on its C4 Cactus, which shows his customers the various homes, but without ever leaving the driver's seat.
In the second episode, “The station of car wash”, a cheerful family using the lance washes their car through the windows of the Berlingo or C3.
Finally, The “bonfire” a group of surfers is busy grilling the marshmallows without getting out of the compact suv C3 Aircross.
“advertisers are often reluctant to venture into this field, [the humor], because of the fear that the humour may diminish the credibility of a brand, " said director Eric Judor – and that the viewer ends up more for the laugh and for having the desire to buy the product. I think exactly the opposite. The publicity that marked the most in my youth are those daring, funny and therefore memorable”.
For the soundtrack, Citroën has chosen one of the classics of jazz most famous in the history of the genre, or the “Petite fleur” (flower), composed by saxophonist Sidney Bechet and taken on by the greatest artists of the era.
The choice of music is due to the fact that the melody of “Petite Fleur”, according to the house conveys an atmosphere of relaxation, serenity and comfort and for the occasion, was re-arranged in the key of reggae to the spot Campfire, and jazz-cool for the other two video Agent Real Estate and Car-Wash.
The new advertising campaign is already “on air” and will be broadcast throughout Europe as a seal of a cycle of five advertising Citroën made by Eric Judor.
“The 5 screenplays Citroën I liked right away, " concluded Judor – The non-sense of these little stories I was immediately conquered (...). Comedy and the absurd are two main ingredients of these commercials, and I am very proud of the result”.
The French house has so wanted to be ironic on that, which is one of its key strategies, the program Citroën Advanced Comfort, which has as its objective the maximum comfort on board of its models through solutions that provide, for example, the filtering of the irregularities of the road, the comfort of the seats, the driving smoothness, sound insulation, brightness, connectivity, until the practicality of the bays of the cars. (m.r.)
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