Citroën is a legendary car manufacturer in France about to reach its 100th year. To celebrate its Centennial, the automaker seeks to pay homage to the history, beauty and pop cultural impact of the Citroën cars.
I love the soundtrack here—“Take the Long Way Home” by SUPERTRAMP—and the lyrical selection fits the unspoken narrative perfectly. Sadly, the spot ends awkwardly.
Our vision of mobility is inspired by your desire for freedom.
This is called “letting your positioning statement show.”
Lofty language of this sort doesn’t mean anything, and it won’t stick to the brain. It’s best to keep it out of strategy decks, and all creative executions. Because people don’t talk this way.