Côte d'Or - "Le goût des vraies émotions"

In a segment where premium automotive campaigns often prioritize sophistication over entertainment, Citroën breaks new ground with a delightfully unexpected narrative for the new ë-C4. This cinematic campaign, directed by acclaimed filmmaker Gary Freedman, reimagines the beloved alien-meets-human story with a twist that perfectly captures the brand's playful spirit.

The film follows a compassionate young woman who risks everything to help her friend, a stranded alien, return to his ship. As military helicopters circle and government SUVs give chase, their journey in the ë-C4 becomes a tender story of trust and connection – until our alien friend reveals their true intentions in an unprecedented act of automotive desire.

"We wanted to play with classic sci-fi tropes as much as the audience's emotions," explains Federico Goyret, CMO of Citroën. "You watch this wonderful relationship develop, see them working together to reach the mothership, and just when you think you know where the story is going – our adorable alien pulls off the ultimate betrayal, choosing the comfort of the ë-C4 over their trusted human friend. It's heartbreaking and hilarious all at once."

This campaign marks a significant shift in the automotive industry's approach to communications. "With European manufacturers finally making the right electric products to reach people's expectations in terms of sustainability, we're seeing a move away from apologetic messaging toward pure entertainement" notes Nicholas Bakshi, BETC Creative Director. "The alien's fascination with the car isn't just about showcasing features – it's about bringing joy and surprise back to automotive storytelling."

The film's sound design plays a crucial role in building its emotional depth. The original score, composed by a protégé of Hans Zimmer, masterfully balances wonder with suspense. Meanwhile, the alien's unique language and the film's immersive soundscape were crafted by Wave Studios, fresh from their Academy Award-winning work on "The Zone of Interest". The adorable alien itself was brought to life by the team at Artem SFX in London, whose practical effects expertise created a creature that feels both otherworldly and absurdly cute.

"We're creating a universe around this story," adds Goyret. "Though we should mention that we don't actually condone grand theft auto – even by extraterrestrial beings with irresistible puppy-dog eyes."

Broadcasting
The campaign will be deployed across television, digital platforms, and social media, supported by print and outdoor executions that capture the film's most poignant moments. It will also extend beyond traditional channels through an extensive digital ecosystem.