Citroën is once again inviting drivers on a journey through dreamland, this time quite literally. In its latest film, “The Dreamer,” created by Paris agency BETC, the brand blurs the boundaries between reality and REM sleep, all in the name of showcasing the C5 Aircross SUV. The new spot borrows a page from Christopher Nolan’s playbook, following a protagonist who appears trapped in endless layers of dreams, yet shows no desire to wake up.
In the film, we follow a man who keeps waking up to the sound of his alarm clock, only to find a new surprise outside his window each time. First, it’s a giant gnome, then a massive teacup, and finally the C5 Aircross, parked invitingly in the driveway and ready for adventure. A thrilling car chase unfolds as he takes the SUV for a spirited spin, mesmerized by its sleek interior and effortless performance, an experience that feels almost “too good to be real.”
Director Fredrik Bond plays with the classic “dream within a dream” concept, using its looping structure to highlight the vehicle’s comfort and design while keeping viewers delightfully disoriented. Rather than functioning as a straightforward car ad, the film feels more like an invitation into a waking hallucination, a surreal experience that draws the audience deeper into Citroën’s dreamlike world. With his signature playful storytelling style, Bond showcases the advanced technology, refined design, and supreme comfort of Citroën’s latest model, weaving these features into a narrative that is both whimsical and captivating.
“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,” says BETC creative director Nick Bakshi. “We wanted to show how it feels to step inside a car that seems too good to be true – until you realise it’s real.”
“The Dreamer” extends BETC’s streak of delightfully eccentric storytelling for Citroën, following earlier standout films like “The Alien” and “The Revolution.” “Some things are so good they almost feel impossible. That’s the C5 Aircross. We wanted to capture that sensation in a humorous, self-aware way,” said Nick Bakshi.
