Citroën & BETC Paris: Rebels, elites, and electric cars

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PARIS, FRANCE — For too long, electric cars have been the exclusive domain of the ultra-wealthy or the eco-virtuous, priced far beyond the reach of ordinary people. But now, French automobile brand Citroën is breaking down barriers with the introduction of the ë-C3. Priced from €23,300 (or €99 a month), the ë-C3 is set to revolutionize the electric vehicle market, making all-electric mobility accessible to everyone. The paradigm is about to shift, hard.

In a whimsical, epic campaign directed by iconic director Fredrik Bond, a daring group of rebels crashes an ultra-lavish garden party to seize a fleet of ë-C3s from a crowd of wig-wearing, cake-eating elites. Against the backdrop of David Bowie’s “Suffragette City,” the rebels navigate a series of absurd security measures – polo players, a barrage of golf balls, and a haphazardly tossed tennis net — as the elites desperately try to keep electric cars out of the hands of the masses.

This latest campaign continues Citroën’s rich tradition of creating iconic and culturally charged campaigns. From the avant-garde CX campaign with Jean-Paul Goude and Grace Jones to lighting up the Eiffel Tower, Citroën has always sought to capture the public imagination. The ë-C3 campaign is a proud addition to this legacy.

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Accompanying the 80 second film is a series of equally comical:15 second product videos in which rebels hogtie, chase, and poke fun at the elites with the help of their fully-equipped ë-C3s; while calling out many of the car’s standout features, including best-in-class comfort, a first for the city car segment and the fact it’s made in Europe, without any compromise on design, comfort or technology. The campaign will also include print, radio, and a full social media orchestration.

The campaign was conceived by BETC Paris 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 BETC Paris President and Chief Creative Officer Stéphane Xiberras. “Okay… so the film isn’t very reasonable, but since ‘impossible isn’t French,’ thanks to Citroen, thanks to all our team, and thanks to Fredrik Bond for making the impossible possible.”

The film is the second major project under new Citroen Vice President of Global Marketing and Communications, Federico Goyret, who said, “The new ë-C3 is a revolutionary product, offering accessible, high quality, electric mobility for everyone for the first time. This product deserved a catchy, high impact, visually stunning campaign, adorned with a fantastic soundtrack.”