In an industry often shackled by conventionality, Citroën, in collaboration with BETC Paris, has orchestrated a campaign that breaks free from the norm with sheer creative audacity. The new advertisement for Citroën’s Professional Range, aptly named “The Ice Ballet,” is a whimsical yet powerful depiction of the harmony between man and machine. This campaign not only underscores the utility of Citroën’s vehicles but does so through a captivating narrative that blends surrealism with humour.
A Dance of Innovation
At the heart of “The Ice Ballet” is a utility worker who, instead of simply driving his Citroën ë-Berlingo, performs an intricate ice ballet. This visual spectacle is set to Joe Cocker’s iconic “Up Where We Belong,” transforming a mundane workday into a dreamlike sequence of synchronised movement. The choice of song eloquently encapsulates the bond between the worker and his vehicle, suggesting a partnership that elevates both to new heights.
The Creative Vision
The campaign’s conceptual brilliance lies in its metaphorical approach. By pushing the symbiosis between man and machine to an absurd limit, BETC Paris has crafted an advertisement that not only entertains but also resonates on a deeper level. Stephane Xiberras, President and Chief Creative Officer of BETC, succinctly captures this sentiment, stating, “Citroën is not a car brand like any other, so why do the same advertising as all the others?”
The film’s signature tagline, “Apologies if work is a bit behind schedule,” adds a humorous twist, playfully suggesting that any delays are because the workers have been indulging in their own ice-dancing escapades with their Citroën vehicles. This cheeky nod to common workplace misconceptions injects a dose of light-heartedness into the campaign, making it all the more memorable.
Production Challenges and Triumphs
Creating “The Ice Ballet” was no small feat. The production team, led by Zauberberg and directed by Max Malkin, ventured to Helsinki, Finland, in search of ice expanses robust enough to support the weight of the vehicles. This quest for authenticity underscores Citroën’s commitment to delivering a visually stunning and credible narrative. The post-production work, handled by Berlin-based bEpic, seamlessly blended the live-action sequences with special effects, resulting in a polished final product that dazzles the eye.
Strategic Impact
Beyond its visual and narrative appeal, “The Ice Ballet” strategically supports the launch of Citroën’s new fully electric professional range, which includes the ë-Berlingo, ë-Jumper, and ë-Jumpy. By airing the campaign across TV, digital, and social media platforms both in France and internationally, Citroën ensures maximum reach and engagement. This multi-channel approach not only showcases the vehicles’ capabilities but also reinforces Citroën’s brand identity as a pioneer in creative automotive advertising.
Conclusion
“The Ice Ballet” stands as a testament to what can be achieved when creativity is unleashed without restraint. It highlights Citroën’s willingness to push boundaries and redefine automotive advertising norms. By transforming a simple utility vehicle into a partner in an ice ballet, Citroën and BETC Paris have created a campaign that is as thought-provoking as it is entertaining. In a landscape crowded with predictability, “The Ice Ballet” is a refreshing reminder of the power of innovative storytelling in advertising.
