DS launches a new brand campaign with N°8

Nine months have passed since its official unveiling, a period during which enthusiasts and potential customers have had the chance to admire it and even place their orders. Today, the wait is finally over: the DS N°8, the new flagship for the French premium brand, is preparing for its grand entrance onto the world's roads with the start of its commercial launch. To celebrate this pivotal event, DS Automobiles is rolling out a major communication campaign beginning this August 29th. Far more than a simple advertisement for a new model, this media offensive is designed to promote the DS N°8 while simultaneously introducing a resolutely new and audacious tone for the entire brand, signaling the beginning of a promising new chapter.

A New Voice: The French Spirit, Beyond Savoir-Faire

At the heart of this new strategy lies a provocative and memorable slogan: "Yes, the French sometimes go too far." This statement marks a significant break from previous campaigns. Until now, DS Automobiles primarily highlighted "French savoir-faire," a concept of excellence and luxury that could sometimes be perceived as distant. Today, the brand chooses to refer directly to "the French" people, their character, their boldness, and even their excesses, turning these stereotypes into qualities. This more embodied and contemporary approach aims to create a more authentic and emotional connection with the public. It is a clever way to shift from a concept of craftsmanship to a genuine state of mind, one that reflects a dynamic and inspiring modern France. Xavier Peugeot, Managing Director of DS Automobiles, perfectly summarizes this ambition: "A new campaign and a new tone for DS Automobiles, reflecting a France that dares, as seen during the Paris 2024 Olympic Games, always in the service of excellence: 750 km of electric range, in benchmark comfort, to sublimate the Art of Travel."

The DS N°8, Uncontested Star and Symbol of Renewal

To embody this new era, DS Automobiles has made a powerful choice: the DS N°8 is the one and only vehicle featured in this brand campaign. This exclusivity is deliberate; it clearly positions the new model as the starting point of a new page in the brand's history. Its avant-garde styling and advanced all-electric technology had already hinted at this renewal; the campaign confirms it emphatically. The advertising film, directed by the talented Henry Scholfield, is a true modern odyssey. It follows a DS N°8 on a journey across France, from Paris to the Mediterranean, without needing a single recharge. This technological feat, showcasing its record-breaking 750 km range, is presented with humor and subtlety, framed by a clean and poetic aesthetic. The powerful and emotive original soundtrack, created by Guillaume Alric (Enfant Sauvage), enhances this journey. This campaign will be deployed on a massive, 360-degree scale, reaching all audiences through a presence on major national television channels from August 29th to September 14th, on video platforms and digital media from September 1st to 21st, through sponsorships of TV shows in October and November, and within the pages of major national and magazine press.

In conclusion, the commercial launch of the DS N°8 is much more than the arrival of a new model on the market. It represents a pivotal moment where DS Automobiles is leveraging the aura of its new flagship to relaunch itself and redefine its brand image. With a freer, bolder, and more relatable communication tone, inaugurated by this large-scale brand campaign, DS places the N°8 at the center of its strategy. This technological marvel, which showcases French excellence in electrification, is not just a car; it is the shining symbol of a new era for the brand—an era resolutely focused on a refined, high-performance, and electric future.