Citroën’s latest commercial for the all-new ë-C3 electric vehicle, “The Revolution has begun,” aims to make all-electric mobility accessible to everyone. Set to David Bowie’s track “Suffragette City,” the ad blends historical and modern themes, emphasizing Citroën’s commitment to innovation and inclusivity in the electric vehicle market.
Creative Concept of Citroën – France Revolution advert
The commercial features a mix of Bridgerton-style garden parties, the French Revolution, and nods to Marie Antoinette’s phrase, “Let them eat cake!” These elements create a narrative that positions the ë-C3 as a vehicle for everyone, challenging the idea that environmentally friendly cars are only for the elite. The ad’s energetic atmosphere aligns well with Bowie’s music, creating a sense of excitement.
Star Power and Musical Choice
The ad does not feature celebrity endorsements but uses historical and cultural references and David Bowie’s “Suffragette City.” This song adds a sense of rebellion and excitement to the commercial, complementing the ad’s message of accessibility.
Humor and Effectiveness
The humor in the ad is subtle, derived from the playful mix of historical imagery and modern themes. The references to Marie Antoinette and the French Revolution emphasize the ad’s core message that electric vehicles should be accessible to everyone. This approach makes the ad both entertaining and thought-provoking.
Cultural and Societal Messages
The ad strongly advocates making environmentally friendly technology available to all. It uses historical references to revolutions and societal change to underscore the importance of making sustainable transportation accessible. This message is relevant today, with a growing demand for inclusive and environmentally conscious solutions.
Pros:
- Creative Concept: The blend of historical and modern themes is visually engaging.
- Musical Choice: David Bowie’s “Suffragette City” adds energy to the ad.
- Clear Message: The ad effectively communicates Citroën’s commitment to making electric vehicles accessible.
- Comprehensive Campaign: The 360° approach ensures broad reach across multiple platforms.
Cons:
- Complex Imagery: The fast-paced visuals may be overwhelming for some viewers.
- Lack of Celebrity Endorsement: Featuring a contemporary celebrity could have increased appeal.