The ad, created by Euro RSCG Paris, intends to show that the model is spacious on the inside while appearing smaller than its predecessor, the Xsara Picasso. The campaign will be supported with press and online activity.
The family-friendly TV executions shows three people sat in a black C3 Picasso, chasing a giant ‘luggage monster' through a city scene. The famed Ghostbusters theme tune, by Ray Parker Junior, kicks in as the three individuals climb out the car and use their ‘proton packs' to suck the luggage into the back of the C3 Picasso.
The ad then closes with the tagline ‘The New Citroen C3 Picasso: The Spacebox', before showing Citroen's new visual identity and company strapline ‘Creative Technologie'.
Last month, 118 118 launched its own ad campaign featuring the Ghostbusters theme tune. Citroen's UK marketing director Ian Hughes said the timing of the two campaigns is a complete coincidence, but would consider joint marketing with 118 118 to play on the Ghostbusters connection.