ADVERTISING

Citroën

Out-of-This-World

Agency: BETC Paris

Description

In a segment where premium automotive campaigns often prioritize sophistication over entertainment, Citroën breaks new ground with a delightfully unexpected narrative for the new ë-C4. This cinematic campaign, directed by acclaimed filmmaker Gary Freedman, reimagines the beloved alien-meets-human story with a twist that perfectly captures the brand's playful spirit.

The film follows a compassionate young woman who risks everything to help her friend, a stranded alien, return to his ship. As military helicopters circle and government SUVs give chase, their journey in the ë-C4 becomes a tender story of trust and connection – until our alien friend reveals their true intentions in an unprecedented act of automotive desire.

"We wanted to play with classic sci-fi tropes as much as the audience's emotions," explains Federico Goyret, CMO of Citroën. "You watch this wonderful relationship develop, see them working together to reach the mothership, and just when you think you know where the story is going – our adorable alien pulls off the ultimate betrayal, choosing the comfort of the ë-C4 over their trusted human friend. It's heartbreaking and hilarious all at once."

"With European manufacturers finally making the right electric products to reach people's expectations in terms of sustainability, we're seeing a move away from apologetic messaging toward pure entertainment", notes Nicholas Bakshi, BETC Creative Director. "The alien's fascination with the car isn't just about showcasing features – it's about bringing joy and surprise back to automotive storytelling."

The film's sound design plays a crucial role in building its emotional depth. The original score, composed by a protégé of Hans Zimmer, masterfully balances wonder with suspense. Meanwhile, the alien's unique language and the film's immersive soundscape were crafted by Wave Studios, fresh from their Academy Award-winning work on "The Zone of Interest". The adorable alien itself was brought to life by the team at Artem SFX in London, whose practical effects expertise created a creature that feels both otherworldly and absurdly cute.

"We're creating a universe around this story," adds Goyret. "Though we should mention that we don't actually condone grand theft auto – even by extraterrestrial beings with irresistible puppy-dog eyes."

The campaign will be deployed across television, digital platforms, and social media, supported by print and outdoor executions that capture the film's most poignant moments. It will also extend beyond traditional channels through an extensive and original digital ecosystem produced by BETC Fullsix. Social media platforms will feature the alien – nicknamed Mike - 's continued adventures, including playful content showing them promoting the ë-C4 to their new human friends even in a Citroën dealership.

This latest work joins Citroën's recent string of ambitious campaigns, including The Revolution for the new ë-C3 and The Iceskater for Citroën Light commercial vehicles, continuing the brand's tradition of blending spectacular cinematography with a healthy dose of humor and unexpected twists.

So, whether you're planning an intergalactic journey or just the morning commute, the new Citroën ë-C4 stands ready to provide what might just be the most comfortable ride in the universe. Though we strongly suggest you keep a close eye on any adorable aliens you meet along the way – no matter how trustworthy they seem.

The campaign will go live on February 2nd in France with a 1min TV format and then will be broadcast across Europe and Turkey on TV and social channels.

This professional campaign titled 'Out-of-This-World' was published in France in January, 2025. It was created for the brand: Citroën, by ad agency: BETC Paris. This Film medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted 20 days ago.

Credits

ADVERTISER
Citroën

PRODUCT
ë-C4

CAMPAIGN
Out-of-This-World Campaign

ADVERTISER MANAGER
Federico Goyret
Fabian Rodriguez
Sylvain Peraldi
Véronique Le Tallec
Alexandre Echaudemaison

AGENCY
BETC

ACCOUNT TEAM
Bertille Toledano
Mehdi Benali
Benjamin Merllié
Benjamin Fleming
Manon Mangaud
Lorène Emprin
Koumba Sabara
Alexandre Copin

PRESIDENT & CHIEF CREATIVE OFFICER
Stéphane Xiberras

CREATIVE DIRECTOR
Nicholas Bakshi

COPYWRITER
Olivier Mille

ART DIRECTOR
Morgane Alexandre

GRAPHIC DESIGNER
Anthony Tavares

CREATIVE RESOURCES COORDINATOR
Kemi Zinsou & Nathalie Sanseigne

CREATIVE PRODUCERS
Magalie Dauleu
David Green

AGENCY POST PRODUCER
Cyrielle Moustin

STRATEGIC PLANNING
Etienne Averseng
Chloé Wren

SOME TEAM
BETC FULLSIX
Rodolphe Marcotte - Associate Creative Director
Marcus Thouant - Lead Motion & Creative Makers
Alexia Jalouneix - Editorial Designer
Laure-Astrid Ntsiba - Creative Maker
Oscar Peteil - Account Manager
Grégoire Krimianis - Project Manager
Thomas Recouderc-Meunier - Digital Producer
Donatien Guepratte - Digital Producer

PRODUCTION COMPANY
Very Content

DIRECTOR
Gary Freedman

EXECUTIVE PRODUCERS
Hélène Ségol
Eric Lipchitz
Jérome Denis

LINE PRODUCER
Aurélia Lafaye

PRODUCTION COORDINATOR
Marie Mezeray

DIRECTOR OF PHOTOGRAPHY
Khalid Mohtaseb

1st ASSISTANT DIRECTOR
Didier Mallet

VFX SUPERVISOR
Jehan Bouazza

EXECUTIVE SERVICE PRODUCTION
Division

ANIMATRONIC STUDIO
Artem

POST-PRODUCTION HOUSE
Mathematic

POST PRODUCER
Françoise Hernandez

EDITORS
Adam Spivey
Quentin Kwiatkowski

VFX PRODUCER
Arnaud Sourdeau

COLORIST
Mathieu Caplanne

BETC MUSIC SUPERVISOR
Seril Farran / Adam Ghoubali

SOUND STUDIO
GUM

HEAD OF PRODUCTION
Sidney Guillen

GUM PRODUCERS
Marion Torreilles
Athénaïs Rubio

GUM SOUND ENGINEER
Marc Eres

SOUND DESIGN STUDIO
Wave Studios

WAVE STUDIOS SOUND DESIGNER
Ben Gulvin

WAVE STUDIOS AUDIO PRODUCER
Phoebe Baltaza

MAIN MUSIC
MUSIC COMPOSER
Nathan Stornetta – Martin Batchelar

MUSIC TITLE
“EC4 Goodbye My Friend”

MUSIC EDITION
Jamais 203 - GUP

ENDING MUSIC
MUSIC TITLE
“BRAZIL” interpreted by PINK MARTINI

MUSIC COMPOSER
Ary Barroso - Adaptation by SK Russell

MUSIC EDITION
Irmaos Vitale SA Industria E Comercio

FIRST BROADCAST
30/01/2025 (RP)

ADVERTISING

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