When you have a utility vehicle that’s tailored to your every need, it feels more like a partner than a car. That's the starting point for BETC’s new epic spot for Citroën’s Professional Range. The ad features a utility worker performing a surreal ice ballet in perfect harmony with his Citroën ë-Berlingo.
The idea emphasizes the connection between man and machine, pushing it to the extreme and returning to the epic comedy Citroën was known for. BETC President and Chief Creative Officer Stephane Xiberras said, “Citroën is not a car brand like any other, so why do the same advertising as all the others.”
The ad includes a small wink at the common misconception that delays on worksites are the workers’ fault. BETC and Citroën offer a tongue-in-cheek rebuttal: clearly, the workers have been off ice-dancing with their ë-Berlingos.
The film is set to Joe Cocker’s iconic “Up Where We Belong,” a love song that captures the feeling between the worker and his car, and takes place in a frozen dreamscape.
Making the film was a challenging task, with the cast, crew, and cars traveling to Helsinki, Finland in search of masses of ice large and strong enough to bear the weight of the vehicle. The commercial was produced by Zauberberg and directed by Max Malkin, with post-production by Berlin-based bEpic.
The campaign supports the launch of Citroën’s new fully electric professional range, including the ë-Berlingo, ë-Jumper, and ë-Jumpy, and will be broadcast on TV, digital, and social media in France and internationally.
CREDITS
Brand: Citroen
Brand Managers: Federico Goyret, Fabian Rodriguez, Sylvain Peraldi, Julie Alcaraz
Ad Agency: BETC Paris
Agency Managers: Bertille Toledano, Mehdi Benali, Aude Devaux, William Roselie, Agathe Llorca
Chief Creative Officer: Stephane Xiberras
Creative Director: Nicholas Bakshi
Copywriter: Nicolas Richard
Art Director: Romain Ducos
Creative Resources Coordinator: Kemi Zinsou
Producers: Magalie Dauleu, Aurelia Blatry, David Green
Director: Max Malkin
Production Company: Zauberberg Productions
Post-Production Company: b-Epic Studio
Sound Company: GUM
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