Citroen C5 'unmistakeably German' by Euro RSCG
French car maker Citroen has launched a marketing campaign that positions its new C5 model as "more German than the Germans".
The car, aimed at the company car market, is backed by a campaign that makes a reference to the dominance enjoyed in this sector by German car companies.
However, the ad provides a twist when it is revealed that Citroen doesn't want to be German at all, and in fact the car has natural "French flair", giving the model the best of both worlds.
The campaign, reated by Euro RSCG, is supported by posters and digital advertising.
- Duration:
- 90
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- First Aired:
- 22-Feb-08
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- Media:
- Television
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- Agency:
- Euro RSCG
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- Client:
- Citroen
-
Comments
A lovely production and fun, too. Nice sausages, even better bier frau. But the bloke driving the Citroen is too much of a smug git to identify with.
nice idea. lush production.
finally i understand the definition of a german car. drive your car through the alps, have a few sausages and park the car in front of the brandenburger tor. thank you grande nation for this astonishing insight!
I think you've got your Prussians and Bavarians a bit muddled up there...but more fun than the average car ad
Agree he's a smug git...should have got Til Schweiger instead...
A C5 that has more than a few echoes of the Audi A4 about it (at least from the wide angle lens in the ad) - so perhaps a tinge if you can't beat 'em join 'em air about it.
Still, this is a short term positioning, I suggest Citroen need to look more long term.
God that's awful and sexist. Why would you want to a car advertised as being driven by some kind of Nazi?
Nice ad, shame about the stereotyping and not even the right nation stereotyped. Surely it's the Prussians who were famous for duelling?
Max and Susan – I think they're relying on most of Britain not knowing the difference between and Prussian and a Bavarian... And come to think of it, they're probably on the mark there.
I guess this is what comes out when the English try to sell a French car using German stereotypes.
Come on.... lighten up... it's funny.
a little bit, but doesn't beat the VW German Engineering Campaign
brilliant ad. very light hearted and fun which is unusual for this specific sector - (except for Passat's mid life crisis in 07)
surprisingly good looking car too IMO
Didn't need the 'made in france' bit. Otherwise very good.
What, it's essentially saying that all French cars are crap (which they are) and that all car brands want to be German (which they do) ...but ...but...nah it's a backward stratgey
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Client
Citroen
Agency
Euro RSCG
Copywriters
Mark Hunter
Justin Hooper
Art director
Olly Caporn
Planner
Ian Hilton
Media agency
OMD
Production company
Soixanze Quin5e
Post production
The Mill
Comments
Richard Hayter - 28/02/2008
A lovely production and fun, too. Nice sausages, even better bier frau. But the bloke driving the Citroen is too much of a smug git to identify with.
Gellan Watt - 28/02/2008
nice idea. lush production.
GEMMA LANGLEY - 28/02/2008
?
Stephan Beringer - 28/02/2008
finally i understand the definition of a german car. drive your car through the alps, have a few sausages and park the car in front of the brandenburger tor. thank you grande nation for this astonishing insight!
Susan Imgrund - 28/02/2008
I think you've got your Prussians and Bavarians a bit muddled up there...but more fun than the average car ad Agree he's a smug git...should have got Til Schweiger instead...
Tyler Durden - 28/02/2008
A C5 that has more than a few echoes of the Audi A4 about it (at least from the wide angle lens in the ad) - so perhaps a tinge if you can't beat 'em join 'em air about it. Still, this is a short term positioning, I suggest Citroen need to look more long term.
Gordon Macmillan - 28/02/2008
God that's awful and sexist. Why would you want to a car advertised as being driven by some kind of Nazi?
Max Batty - 28/02/2008
Nice ad, shame about the stereotyping and not even the right nation stereotyped. Surely it's the Prussians who were famous for duelling?
Richard Hayter - 28/02/2008
Max and Susan – I think they're relying on most of Britain not knowing the difference between and Prussian and a Bavarian... And come to think of it, they're probably on the mark there.
esra ilgin - 28/02/2008
I guess this is what comes out when the English try to sell a French car using German stereotypes.
Gellan Watt - 28/02/2008
Come on.... lighten up... it's funny.
Flo Voigt - 28/02/2008
a little bit, but doesn't beat the VW German Engineering Campaign
Jack Bauer - 29/02/2008
brilliant ad. very light hearted and fun which is unusual for this specific sector - (except for Passat's mid life crisis in 07) surprisingly good looking car too IMO
Phil Hickes - 29/02/2008
Class.
ronnie blogsville - 01/03/2008
Didn't need the 'made in france' bit. Otherwise very good.
Double Ambitious - 06/03/2008
What, it's essentially saying that all French cars are crap (which they are) and that all car brands want to be German (which they do) ...but ...but...nah it's a backward stratgey