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Marketer: Citroen

Agency: Euro RSCG, London

Citroen brings technology alive by transforming a car into a dancing robot in how-did-they-do-that spot

[London] To underpin French automaker Peugeot Citroen PSA's positioning for the Citroen C4 as "alive with technology," Havas-owned Euro RSCG London came up with the idea of, literally, making a car dance.

The 30-second spot, which garnered a lot of attention in London and is hotly tipped to do well at the Cannes Lions International Advertising Festival next month, opens with a gleaming silver C4 on a deserted rooftop parking lot. The car suddenly comes apart and rapidly, seamlessly reassembles itself in the likeness of a robot.

The robot begins an extended funky dance sequence, moving in time to the captivating electronic tune "Jacques Your Body (Make Me Sweat)" by Les Rythmes Digitales, an English group despite the name.

Marty Kudelka, choreographer to stars such as Justin Timberlake and Beyonce, is the man who made cool a spot that could have been clumsy. He placed motion sensors all over his body and then, under instruction from the creatives not to be too serious, made 30 separate attempts at the dance until he got it down perfectly.

"I tried to imagine myself as a robot then simply let myself go," he said. His best take is reproduced faithfully by the car, thanks to the animators who built a virtual robot that could move like a dancer and the vision of 24- year-old Canadian director Neill Blomkamp.

The spot scored the highest-ever likability rating-93%-for a car ad, according to TNS Media Intelligence. The whole Citroen brand benefited from the spot's popularity with market share growth for all models despite an overall downturn in U.K. car sales. Given its U.K. success, Citroen has rolled out "Dancer" in most of Europe. AdAge.com QwikFIND aaq50r

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