Citroën eats the rich in whimsical new ad democratizing EVs

Taking the aristocracy down a peg or two has a long and revered history in France. Now, Citroën plays into that revolutionary fervor with a colorful and rebellious spot from BETC Paris heralding a new era of more affordable electric vehicles. Fredrik Bond directed the spot, which sees a gang of ne’er-do-wells crash a posh party, to the tune of David Bowie’s “Suffragette City.” The wig-wearing, cake-munching elites don’t stand a chance—though instead of “Off with their heads,” the rebels are more intent on absconding with their EVs. The ad pushes the new ë-C3, priced from €23,300, which Citroën says will “revolutionize the electric vehicle market, making all-electric mobility accessible to everyone.” The campaign was conceived by BETC and produced by La Pac in partnership with Stink Paris. “Be reasonable, ask for the impossible, that's what we wanted to say for the launch of an electric car accessible to all,” said Stéphane Xiberras, BETC president and chief creative officer. “OK... so the film isn't very reasonable... Thanks to Fredrik Bond for making the impossible possible.” Popular Creativity stories from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Citroën eats the rich in whimsical new ad democratizing EVs

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