The Dreamer

Reality gets a whole lot dreamier in new campaign for Citroen C5 Aircross

Citroën and its agency BETC Paris unveil a surreal new campaign for the new C5 Aircross, a film that blurs the lines between dreams and reality to highlight the comfort, technology and design of the brand’s flagship SUV.

Directed by Fredrik Bond, the campaign borrows the structure of a cinematic classic - the endlessly repeating dream - to dramatize a simple idea: some cars are so comfortable and desirable, they feel unreal. The film opens with a man waking up to the familiar sound of his alarm clock and the nostalgic chords of “Reality” by Richard Sanderson. Outside his window, however, nothing is familiar: a passing oversized garden gnome, giant floating teacups, and finally the new Citroën C5 Aircross itself.

Each loop grows more surreal, until the hero finally steps inside the C5 Aircross, convinced he must still be dreaming. The car’s sleek design and comfort features - from the waterfall screen to the spacious rear seats and advanced comfort technology - are revealed as he explores the interior. But reality intrudes in unexpected ways: neighbors and even police officers appear, only to be just as mesmerized by the car as he is. The story culminates with the line: A dream, now a reality.

“Some products just change your notion of what’s possible. They warp your sense of reality. That’s the effect we wanted to convey here in our typical humorous and self-aware tone.” explains Nick Bakshi, Creative director at BETC Paris. “We wanted to show how it feels to step inside a car that seems too good to be true - until you realize it’s real.”

On social media, BETC Fullsix & Very Content have conceived and crafted videos that highlight the car’s key features in a dreamy, refined and sophisticated universe. Far from a simple advertising extension, they open up a new narrative — with a different character — that explores the segment’s most dreamed-of qualities: space, comfort, technology and multi-energy.

The film fits seamlessly into the new Citroën saga of cinematic comedies, following The Alien for the ë-C4 and The Hunt for hibernation for the C3 Aircross. “With this film, we continue to explore bold, entertaining narratives that blend spectacular visuals with everyday relatability,” says Mehdi Benali, Managing director at BETC Paris. “It’s a balance that makes the brand distinctive in automotive storytelling today.”

For Citroën, the C5 Aircross represents more than a product launch: it’s a statement of intent. “The C5 Aircross is a cornerstone of our line-up,” explains Xavier Chardon, CEO of Citroën. “With this campaign, we highlight its design, technology and unmatched comfort in a way that’s engaging, playful, and true to Citroën’s DNA. It’s not just a car - it’s the embodiment of our promise to let people live large.” says Olivier François, Chief Marketing Officer at Stellantis.

Produced by Very Content, with post-production by Light, the campaign leans on a nostalgic soundtrack to cement the dreamlike atmosphere. Richard Sanderson’s “Reality”, a song made famous in the 1980s, adds both warmth and irony to the story - a wink to audiences who recognize the melody, and a perfect counterpoint to the surreal imagery.

The campaign will roll out across TV, cinema, digital, social, print and outdoor, launching first in France on October 5th, before expanding across Europe.