To celebrate the recent publishing of MotorMartin’s latest YouTube review, Citroën C5 Aircross: Personal freedom. YouTube. And coming less than a year after its launch – with over 100,000 units already sold across Europe – the brand’s flagship model is back on TV with the film “New Citroën C5 Aircross SUV: disconnect in complete comfort”.
Citroën have explained to MotorMartin how the campaign was filmed in India – a country of exceptional journeys and magnificent settings – an ideal destination to appreciate the levels of comfort in the brand’s latest SUV. The advert features the range topping ‘Flair+’ model, a firm favourite amongst UK buyers with both upper ‘Flair’ and ‘Flair+’ trim levels accounting for an outstanding 98% of sales in 2019.
In the film, we find a father who seems to be compulsively searching for phone network coverage to stay connected during his holiday on the other side of the world. An absurd search begins. The man goes from one hotel to the next, his arms in the air and his eyes fixated on his phone, packing his bags in a disheartened mood each time. Eventually, in the middle of the desert, a look of intense relief crosses the father’s face when he sees ‘No signal’ displayed on his phone – and we realise he was in fact trying to completely disconnect in the luxury of his New Citroën C5 Aircross SUV.
With the tide turning on the ever-faster pace of living, the film is an ode to ‘disconnecting’ and letting go of the stresses of everyday life. Citroën – a brand that is “Inspired by You” – is therefore reaching out to those people who don’t want an SUV just for show, but who seek a truly comfortable escape, a place to get away from it all, to disconnect and forget the daily hustle and bustle. This is exactly what New Citroën C5 Aircross SUV offers, with 19 driver assistance systems, supple suspension with the French marque’s innovative Progressive Hydraulic Cushions®, Advanced Comfort seats, benchmark modularity and class-leading boot space, with up to 720-litres achieved by sliding the three, individual, equal width, rear seats to their forward-most position.
In terms of music, Citroën has once again supported up and coming artists by collaborating with the group “Outlines”, whose track “I Cannot Think” accompanies the film. Outlines’ recordings sit on the boundary between pop culture and contemporary art. Their sound has marked them out as a pioneer of the European rock-soul scene.
The campaign will first air on TV in the UK on 6 January and will continue to broadcast throughout the coming weeks. Outside Europe, this campaign will also mark the arrival of Citroën into India in 2020, with a bespoke version of the film featuring the same concept, but with a different cast “Inspired by India”.
Rolled out in a 30-second format, this film will also feature in a Social Media campaign. There will be three short mini-films, in a ten-second format, accompanying the hero edits, showcasing three of the vehicle’s driver assistance systems, including the reversing camera, Grip Control® and Highway Driver Assist.
Where will you go?