Euro RSCG Wnek Gosper introduces a major shift in Citroen’s TV
advertising strategy this week, sidelining the brand’s spokesman, Bryan
Brown, to bring an emotional appraisal of the car’s performance
A new campaign for the Citroen Saxo VTS targets younger drivers with the
message that the Saxo VTS is the definitive performance hatchback. The
ad is set in a Citroen factory late at night. A line of standard,
silver-coloured Saxos sit awaiting shipment until a host of mischievous
spirits enters the factory and infests the cars.
We see key features become forcibly transformed to match the style of a
sports car as the standard Saxo becomes progressively more dynamic and
powerful, until it is metamorphosed into a fully fledged blue VTS.
Bryan Brown appears at the end, driving a car out of the factory, but
his face changes to take on the devilish proportions of a malevolent
The ad - backed by a pounds 4 million spend - was created by the
copywriter, Tim Garth, and the art director, Mark Riley, a creative
director at the agency. It was shot on a set at Pinewood studios by
Howard Greenhalgh of Brave Films.