Yes, the French sometimes go too far.

DS Automobiles is launching a new Brand campaign with a free, bold, and contemporary tone: “Yes, the French sometimes go too far.”
The commercial will be broadcast on television from 29 August, highlighting DS N°8 and its record electric range of 750 km. The Brand campaign includes a presence in many television, print and digital media plus video platforms.
DS N°8, the Brand’s 100% electric flagship, embodies with its 750 km range French technological refinement at the service of the Art of travel.

At the sales launch of DS N°8, DS Automobiles is unveiling a bold new brand campaign that represents a turning point in its communication: more modern, offbeat, pictorial and poetic. Far from conventional, this message relays a breath of creative freshness, in the image of a contemporary and dynamic France, inspiring and inspired by illustrating a new art of French travel.
Directed by Henry Scholfield, the campaign film follows the journey of a DS N°8 as it crosses France from Paris to the Mediterranean without charging. A technical feat staged with humour, subtlety and style, carried by a refined aesthetic. The original soundtrack, entrusted to Guillaume Alric/Enfant Sauvage accompanies this odyssey with a powerful and emotional arrangement. This film marks the beginning of an artistic collaboration between DS and musician Enfant Sauvage, member of the duo The Blaze, which will extend across several campaigns. Known for his poetic universe and emotionally charged electronic ballads, Enfant Sauvage signs the original composition here, bringing his unique signature for a tailor-made sensory experience. An alliance that resonates with the boldness and timeless elegance of DS.
“A new campaign and a new tone for DS Automobiles, reflecting a France that dares, as it did during the Paris 2024 Olympic Games, always striving for excellence: 750 km of electric range, in benchmark comfort, to enhance the Art of Travel.”
Xavier PEUGEOT – DS Automobiles CEO
This electric odyssey is also a statement: “Yes, the French sometimes go too far.” The campaign is divided into a series of scenes in which excess becomes a French quality: in gastronomy, fashion... and now, in electric range. Far from arrogance, DS Automobiles claims an elegance in motion: livelier, lighter, more contemporary.
A real concentration of innovation and refinement, DS N°8 indicates a turning point in DS Automobiles’ electric ambitions. DS N°8 combines state-of-the-art aerodynamics with a latest-generation 97.2 kWh battery produced in France offering up to 750 kilometres of range (WLTP cycle), with up to 350 horsepower and four-wheel drive. Its interior blends advanced technology and exceptional craftsmanship with high-quality materials, meticulous finishes and enhanced benchmark comfort. DS N°8 isn’t just a step forwards, it elevates the travel experience.
With this new campaign, DS Automobiles confirms its desire to combine design, innovation and emotion, by positioning DS N°8 as the new standard-bearer of a reinvented French art of travel. Through N°8, DS Automobiles more than ever embodies a new breath of fresh air, a new voice, at the heart of a daring premium automotive France.

A 360° Brand Campaign
DS Automobiles will be visible in the media from 29 August with a 30-second television spot, broadcast on the major national channels until 14 September.
The Brand will be present on the Web as well, with videos in an adapted 20-second format, which will be broadcast on many digital media between 1 and 21 September.
DS Automobiles will also sponsor several France TV programmes between 1 October and 30 November.
Finally, DS N°8 will be present in the pages of the biggest national and regional titles and in the magazine press.
This advertising campaign illustrates the beginning of a new chapter that’s opening for DS Automobiles and symbolises its renewal through superb new designs.