[Citroën advertisements] When the Citroën Visa lands on an aircraft carrier

While Citroën has been known for its audacious advertising campaigns since its inception under founder André Citroën, as recently highlighted by the 100th anniversary of the Eiffel Tower illumination, the brand's image as an innovative manufacturer was also forged through iconic commercials that became cultural landmarks. The 1980s, in particular, were a period of unbridled creative advertising that left a profound impact. To inaugurate our new series, "Citroën Commercials," we invite you to revisit one of the most spectacular examples from that era: the famous Citroën Visa on an aircraft carrier.

The genesis of an advertising masterpiece

In the mid-1980s, Citroën was looking to energize the image of its Visa, a versatile city car that was struggling to compete in a fierce market. The brand turned to one of the biggest names in French advertising, Jacques Séguéla, and his agency RSCG. Known for his powerful slogans and bold ideas, Séguéla was tasked with transforming the public's perception of the Visa, particularly its sporty GTI version. The objective was clear: to spectacularly demonstrate the power, reliability, and manufacturing quality of the small Citroën. From this ambition, a wild idea was born: to have a Visa take off from, or rather land on, an aircraft carrier in the middle of the sea.

The commercial, directed by the visionary Jean-Paul Goude, was a true technical and narrative feat. The scene unfolds on the flight deck of the aircraft carrier Foch, a jewel of the French Navy. A bright red Citroën Visa GTI is catapulted at over 100 km/h, briefly takes flight, and then lands gently on the deck of a nuclear submarine surfacing at that very moment. The car is then airlifted and placed back on the carrier's deck, where it speeds off again. The sequence, set to epic music, concludes with the unforgettable tagline: "It has all the makings of a great one." The message was powerful: the Visa was not just a city car; it was a vehicle capable of the most incredible feats, built with the same rigor and precision as a fighter jet. For those who have never seen it or wish to rediscover it, this commercial remains a monument of popular culture.

A memorable impact and surprising behind-the-scenes story

The impact of this advertising campaign was colossal and immediate. When it hit French television screens in 1985, it instantly captivated the public, generating unprecedented word-of-mouth. It became more than just a commercial; it was a societal phenomenon. The audacity of the concept, the quality of the execution, and the powerful symbolism of associating a small, popular car with the prestigious world of naval aviation left a lasting mark. The ad not only boosted Visa's sales but, more importantly, it redefined Citroën's image. The brand, sometimes perceived as aging, once again became synonymous with daring, modernity, and reliability.

The behind-the-scenes story of the shoot is as fascinating as the final product. Securing permission to film on the Foch aircraft carrier and involve a submarine was no small task for Jacques Séguéla. It required months of negotiations with the French Navy's high command and even the intervention of the then-President of France, François Mitterrand, for whom Séguéla had managed communications. The shoot, which took place off the coast of Toulon, involved considerable resources. Contrary to what one might think, special effects were limited for the time. The car was genuinely dropped from a crane for the landing scene, and the shots on the aircraft carrier were executed with meticulous precision. This authenticity greatly contributed to the power of the message. Even today, this commercial is regularly cited as one of the best of all time and remains etched in the collective memory as a symbol of an era when car advertising dared to do anything.

André Citroën set a high bar by using the Eiffel Tower as his personal billboard. Times and customs may change, but audacity has remained a core value of the brand. The 1980s, under the creative direction of Jacques Séguéla—for whom Citroën is a true passion—gave the brand some of its greatest advertising moments. The Visa on the aircraft carrier campaign is the most striking example, a masterstroke that skillfully blended spectacle, emotion, and commercial effectiveness. We hope you enjoyed this first installment in our new series and that it brought back some fond memories. We look forward to seeing you again soon as we dissect another revolutionary advertisement that helped forge the Citroën legend.