Citroën C4 "Alien" commercial wins prestigious 2025 Stratégies advertising award

Earlier this year, the launch of the updated Citroën C4 was accompanied by a bold and refreshing advertising campaign. With this new communication, Citroën reconnected with its rich legacy of creativity, aiming to make a lasting impression far beyond automotive circles. The goal was clear: to re-establish the brand in the wider cultural conversation through renewed audacity. Today, that gamble has paid off twice over. The commercial, featuring an alien named Mike on a quest for ultimate comfort, not only captivated the public but has now received official recognition from communication professionals in France, validating the success of this new strategy.

A prestigious recognition for a daring campaign

The news became official after the jury of the 2025 Grand Prix Stratégies de la Publicité—France's prestigious awards for advertising—concluded its deliberations. The "Alien" campaign for the Citroën C4 was awarded the bronze prize in the highly competitive automotive category. This is a significant honor. Organized by the leading industry publication Stratégies, the Grand Prix is one of the most respected and anticipated events in the French advertising world. Each year, it celebrates the most creative, relevant, and effective campaigns that have distinguished themselves through their ingenuity and execution. The jury, chaired this year by Alexander Kalchev of the DDB Paris agency, comprises leading figures from the French creative industry, ensuring an undisputed standard of excellence and legitimacy. Winning an award at this event is a true mark of quality and a testament to the talent of the teams involved. Citroën rightly celebrated the collaborative work with its partners, including the agencies BETC and BETC FULLSIX, as well as the deep involvement of its global marketing, product, and design teams. This collective effort brought "the most comfortable car in the universe" to life and has now earned the industry's accolades.

"The most comfortable car in the galaxy": a creative promise

At the heart of this award-winning campaign lies a simple yet powerful idea: what if Citroën's comfort was so exceptional that it became the benchmark not just on Earth, but across the entire universe? The commercial follows Mike, a friendly alien who, after a long intergalactic journey searching for absolute comfort, finally finds it aboard the new Citroën ë-C4. This humorous and heartwarming story is more than just a clever narrative; it is a brilliant metaphor for the compact sedan's core promise: an unparalleled experience of serenity and well-being. The campaign effectively shines a spotlight on the Citroën Advanced Comfort® program. Instead of listing technical specifications, the ad translates them into a universal emotional benefit: relief and tranquility. It subtly hints at the technologies that make this experience possible, particularly the suspension with Progressive Hydraulic Cushions®, which creates the "magic carpet ride" effect that is a historic hallmark of the brand. It also showcases the Advanced Comfort seats, whose soft cushioning and excellent support transform every journey into a moment of relaxation. By casting an alien as the main character, Citroën makes its promise of comfort a universal one, highlighting the exceptional nature of its engineering with a lighthearted and optimistic tone.

The "Alien" commercial for the Citroën C4 was met with considerable public and critical acclaim upon its release. Its quirky tone, polished production, and clear message brought a breath of fresh air to the automotive advertising landscape. This new award from the experts at the Grand Prix Stratégies now provides professional validation for that initial success. The campaign was not just enjoyable to watch; it was also brilliantly conceived and perfectly executed. By managing to communicate the updated C4's key strength in such a memorable way, Citroën not only hit its marketing target but also reinforced its brand image as a creative and innovative automaker. This award celebrates a calculated risk and a clear vision, and it leaves us eagerly anticipating what creative stories the chevron brand will tell next.