Euro RSCG takes fresh angle for Citroen Saxo

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 centre-stage.

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

centre-stage.



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

spirit.



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.



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