Citroën's bold new campaign for its XTR versions

It's a name that brand enthusiasts will surely remember. Synonymous with escapism and a rugged look, the XTR trim is making a major comeback, this time in the Brazilian market, equipping the new Citroën C3 and C3 Aircross. To make a lasting impression and illustrate this philosophy that blends robustness with well-being, Citroën has orchestrated a rather unexpected advertising campaign. Forget the traditional mountain roads or city avenues; this time, I am taking you to the heart of a Viking battle where, against all odds, the comfort of a Citroën SUV becomes the sweetest escape. It’s a bold and spectacular way to reaffirm that adventure never has to come at the expense of comfort.

A blockbuster production in service of comfort

For the launch of its new XTR range in Brazil, Citroën decided to make a big splash with its "Dare to Relax" campaign. The commercial, created by the BETC HAVAS agency, transports us to a Nordic setting, right in the middle of a battlefield where Viking warriors are clashing. It is in this chaotic environment that one of these formidable fighters suddenly decides to take a break. He abandons the conflict, not out of weariness from the fight, but to treat himself to a moment of tranquility at the wheel of the new 7-seater Citroën Aircross XTR. This striking contrast is the core of the message: even the most seasoned adventurer needs to recharge.

As Alessandra Souza, Vice President of Marketing and Brand Communication for South America at Stellantis, points out, the goal was to capture attention immediately. "The script, with the Viking as the protagonist, already has an immediate impact. We want to captivate the viewer and show that even Vikings need to break from their routine to enjoy the simple things in life that truly matter [...]. The campaign also authentically reflects our commitment to impactful communication that steers clear of the obvious and remains memorable."

The Viking then settles into the car, and the turmoil of battle gives way to the serenity of the cabin. To the tune of "Pé na Areia" (Feet in the Sand) by popular Brazilian singer Thiaguinho, he sets off on trails, showcasing the versatility of the all-terrain tires featured on the XTR versions. The film also highlights the interior comfort and technology, with a focus on the large 10.25-inch Citroën Connect touchscreen. For Rafael Avila, Art Director at BETC HAVAS, the concept is clear: "The idea was to create a playful narrative that speaks to the audience in a human and intimate tone, without losing the creative audacity that is a hallmark of Citroën." The attention to production detail is impressive: filming took place in a genuine reconstructed Viking village near São Paulo, mobilizing 150 professionals with meticulous attention to detail to ensure the authenticity of the scenes. I invite you to discover this remarkable commercial right here.

The return of Citroën's memorable advertising>

This Brazilian campaign is not an isolated event. It is part of a deeper trend at Citroën, much to my delight and that of many enthusiasts: a return to bold and creative communications, the kind that leave a lasting mark. We all remember iconic commercials that defined their era, such as the C4 transforming into a dancing robot or, more recently in Europe, the C3 Aircross ad where children, tired of their parents, set off on an adventure with bears. These films didn't just showcase a product; they told a story, conveyed an emotion, and embodied the unique spirit of the brand.

The new "Viking" ad proudly joins this prestigious lineage. It reflects a strategic desire to stand out in an automotive landscape often saturated with conventional messaging. By choosing a quirky tone and a spectacular scenario, Citroën is not only promoting the robustness of its XTR trim; the brand is reinforcing its image as a creative and audacious player, true to its DNA. This strategy is perfectly summarized by Felipe Daemon, Vice President of Citroën for South America: "Citroën is recognized for its creativity and audacity. With this campaign, we bring our customers' adventure and relaxation to life. They can do it aboard a versatile and robust model, ready to go wherever they want, always with comfort and style, while offering an affordable option tailored to the needs of the Brazilian public." It serves as a confirmation that, all around the world, Citroën intends to keep surprising us.

En conclusion, avec cette nouvelle campagne publicitaire pour les C3 et Aircross XTR au Brésil, Citroën ne se contente pas de lancer une nouvelle finition. La marque réaffirme avec force sa volonté de proposer des communications qui sortent du lot et qui portent un message optimiste. Le film "Viking" est une belle réussite en ce sens. Il joue habilement sur le contraste entre l'image brute de l'aventurier nordique et le confort technologique de ses modèles. C'est une manière intelligente et mémorable de nous montrer que l'on peut parfaitement conjuguer l'appel de l'aventure avec la recherche de bien-être et de sérénité au quotidien. Une promesse qui, aujourd'hui plus que jamais, trouve un écho particulier.