Citroën, accompanied by its agency BETC, demonstrates the Citroën C3 Aircross SUV’s versatility in its new global campaign “Cello”.
The film tells the story of a young girl trying to find her way supported her father who is always at her side. After crashing her mountain bike, creating shapeless pottery and suffering a heavy defeat in football, she finally finds her calling and the film ends with her magnificent cello solo that she performs in front of a full house. Throughout her journey, the Citroën C3 Aircross SUV adapts to each new situation, demonstrating its versatility and the brand’s mission to provide enthusiasm, well-being and ingenuity.
“Cello” is a metaphor for this journey that we all share: finding our way. It is an emotional and intimate portrayal of the brand’s “inspired by you” philosophy. Who, as a child, hasn’t tried a multitude of sports or musical instruments to find what suits them? Directed by Thirty Two, this search, full of failures and discoveries, is accompanied by an original composition of Yann Tiersen’s “Valse d’Amélie”, resonating with the brand’s French roots.
“Citroën is a brand that prioritizes people, comfort and practically. The film encapsulates this, telling a story we can all recognize and relate to while also demonstrating the brand’s relevance and versatility. And what better soundtrack than Yann Tiersen’s “Valse d’Amélie” to pay homage to Citroën’s French heritage?” Stéphane Xiberras, President and Chief Creative Officer BETC France.
Finding your way can be quite an adventure, and the Citroën C3 Aircross SUV adapts to any situation.