By: Adnan Arnautlija
Some of the most iconic car models that have marked the history of automotive industry are Traction, 2cv or the Type H, and all of these were made by the legendary French car manufacturer Citroën.
For the past 100 years people have admired these models, and many have almost a romantic and nostalgic relationship with the brand. Exactly this tradition and history is the main feature of the brand’s new spot that reinforces their slogan “Inspired by you”. Paying homage to the history, beauty and pop cultural impact of the Citroën cars, agency Traction (BETC) and Citroën have created a nostalgic roadtrip through time.
This first film for Citroën from Traction (BETC), features a hitchhiker who travels over the decades as he gets picked up by strangers, each time in a new Citroën car model.
https://www.youtube.com/watch?v=WvCuM3FNcWQ&feature=youtu.be
To create the film Traction worked with François Rousselet (Nike, AXE, Diesel, but also music videos for J.U.S.T.I.C.E et the Rolling Stones – production house INSURRECTION) and DOP Stéphane Fontaine (Captain Fantastic, Jackie…), all set to “Take the Long Way Home” performed by Roger Hodgson, Co-founder of SUPERTRAMP.
Stéphane Xiberras, President and CCO of Traction said of the campaign: “In a world where often only the destination counts, or where we blindly follow the instructions of the GPS, it’s interesting that a big car manufacturer reminds us that it’s the journey that counts and encourages to take the long way home, as Roger Hodgson would say.”
François Rousselet, Director, added “There are few films that trace the history of a brand through its mythical models. With BETC we imagined time capsules: iconic images that encamp Citroën in its posterity. There are no specific references to time outside the vehicles and their passengers. A stylish roadtrip in the cars that built the history of the brand.”
