Sean Connery turns back the years for Citroen campaign

by Joe Lepper, Brand Republic 01-Nov-06, 08:45

LONDON - Citroen has launched a TV advertising campaign across Europe featuring former Bond Sir Sean Connery getting gradually younger as he drives its latest C6 model.

The 30-second spot for the C6 is being shown in key European markets including Germany, Sweden and France and shows the former James Bond star driving the car around a tropical island.

With each turn of the corner, and the aid of computer graphics, he appears younger and in the final scene is seen arriving at a hotel as fresh faced and young as he appeared in the first James Bond film 'Dr No' in 1962.

The spot ends with a surprised hotel bell boy saying "Mr Connery, you've changed", with the star replying, "it's the car".

Although not being shown in the UK, which is not a key market for the model, British viewers can still see the ad because it has been placed on video sharing site YouTube and is also part of a viral email campaign.

The spot is backed by further direct marketing and insert activity, created by Kitcatt Nohr Alexander Shaw.

The campaign is just the latest to use computer graphics to enable brands to use Hollywood legends to star in advertising. Others have included Marilyn Monroe in a Holsten lager campaign in 1988 and Steve McQueen featured in a campaign to promote the Ford Puma in 1997, in an altered scene from his 1968 film 'Bullitt'.

Audrey Hepburn has also appeared dancing in an advertising campaign this year for Gap for its Skinny Black Pants range, while Gene Kelly "starred" in a 'Singing in the Rain' ad for VW Golf.

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