Dubai-based independent creative agency, Science & Sunshine, has been selected as the new agency of record for Citroën in the Middle East.
The agency will handle creative & social media duties for the French automaker, which is owned by parent company Stellantis.
Citroën is the fourth automotive brand from the Stellantis portfolio handled by the agency who also retain the accounts for Peugeot, Opel and the recently acquired Alfa Romeo. Science & Sunshine will be responsible for accelerating the growth of the brand in the UAE & Saudi Arabia with fresh thinking across their communication channels.
For their first campaign to launch the new Citroën C5 Aircross in the UAE, the agency collaborated with Emirati comedian Hamoody Bamby, who was tasked with putting the comfortable and versatile SUV to the test.
The campaign kicks off with two social films titled ‘The Buzzy Passengers’ and ‘The Epic Fade’, which tap into the car’s unique in-car experience focused on comfort and smoothness, two attributes known to be as the true hallmark of the brand since its founding in 1919.
In ‘The Buzzy Passengers’, Hamoody Bamby tests the C5 Aircross Progressive hydraulic cushions and flying carpet effect when he gives a ride to some easily agitated passengers. He ends up showing and proving the Advanced Comfort of the Citroën C5 Aircross by driving home safely those unexpected and buzzing passengers.
The two films are designed to convey the idea that this new C5 Aircross model is made for ultra smooth rides and it succeeds in doing through two unexpected test drives.
Commenting on the campaign, Alpha Ba, Head of European Brands Marketing, Stellantis Middle East said: “Citroën is a brand that pushes the boundaries of audacity and creativity to make vehicles accessible to all. People’s lifestyles are our source of inspiration and the C5 Aircross campaign brings out the car’s innovative technologies and advanced comfort in a fun and quirky way. Hamoody Bamby is a well loved comedian in the UAE and a fitting ambassador for the SUV which encapsulates every aspect of the Citroën spirit.”
Credits
Brand: Citroën Middle East
Advert titles: The Buzzy Passengers & The Epic Fade
Advertising Agency: Science & Sunshine
Creatives: Andre Marchesi / Nicolas Garcia / Adela Fataliyeva / Isha Sharma / Raja Rizkhallah
Account Management: Myriam Ghazal / Bilal Saab
Client: Alpha Ba, Head of European Brands Marketing, Stellantis Middle East
Production House: Bold Film
Director: Sebastien Guy
DOP: Tom Weir
Executive Producer: Simten Aydin
Published: March, 2023
