French car maker Citroën has celebrated 100 years of its iconic cars in a stunning new global campaign released today.
The brand film by Paris agency 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.
The stunning ad is all set to Roger Hodgson’s classic tune Take The Long Way Home and is the work of famed music video maker François Rousselet. Check out the inspiring spot below:
Commenting on the campaign, Traction (BETC)’s Stéphane Xiberras, said: “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 longway home, as (Supertramp lead singer) Roger Hodgson would say.”
François Rousselet 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 road trip in the cars that built the history of the brand. “