[Retrospective] Citroën C5 Aircross: an iconic campaign and a ppot in the COTY 2026 finals

The complete renewal of the Citroën range, brilliantly initiated by the fourth generation of the C3, reaches its culmination today with the arrival of the New C5 Aircross. As the true flagship of the chevron brand, this family SUV redefines the codes of the C-segment by focusing on stylistic boldness and supreme comfort. To accompany the launch of the model destined to become the top of the range, Citroën has made a strong impact. The brand is deploying an ambitious communication strategy, supported by a TV campaign that plays on emotion and nostalgia, using cult film and musical references to reach the general public. It is a noteworthy debut that already seems to be bearing fruit with European critics.

"Dream for Real": when nostalgia meets modernity

To establish its new flagship in the minds of consumers, Citroën entrusted its communication to the BETC agency. The result is an advertising spot titled "Dream for Real" (Rêvez en vrai), directed by the talented Fredrik Bond. Far from austere technical demonstrations, the brand chose to play on a powerful emotional register by blurring the lines between dreams and reality.

The commercial relies on a narrative mechanism well known to movie buffs: the time loop, inevitably recalling the masterpiece Groundhog Day. The protagonist wakes up every morning facing increasingly surreal scenes—a giant garden gnome, floating objects—until he discovers the New C5 Aircross. This creative process allows Citroën to highlight that the vehicle's level of comfort and technology seems to belong to the dream world, yet it is indeed real.

The impact of this campaign also relies on a soundtrack that speaks to all generations. Citroën chose the global hit "Reality" by Richard Sanderson, the iconic song from the French movie La Boum. This choice is significant: it anchors the C5 Aircross in a positive and nostalgic pop culture, while contrasting with the futuristic image of the vehicle. This cognitive dissonance between 80s music and the SUV's ultra-modern design creates immediate sympathy and strong message retention.

Beyond the playful aspect, this advertisement skillfully highlights the model's major assets: its "lounge" interior, technological screens, and distinctive light signature. It is an invitation to travel, not only on the road but also in the brand's imagination.

The C5 Aircross on the road to Car of the Year 2026?

If the public is won over by the image, automotive professionals seem equally impressed by the intrinsic qualities of the vehicle. Just days after its media launch, the New C5 Aircross received news of capital importance for its commercial career: it is officially among the seven finalists for the Car of the Year (COTY) 2026 award.

This nomination resonates as confirmation of Citroën's revival on the European stage. It comes one year after the excellent performance of the new ë-C3, which finished in a remarkable second place during the previous edition. Seeing the big brother also join the exclusive circle of finalists testifies to the consistency of the brand's product strategy and its ability to convince a demanding jury composed of 59 journalists from 23 European countries.

The jury particularly praised the profound evolution of the model compared to the previous generation. In an ultra-competitive C-SUV segment, the C5 Aircross stands out with its "muscular yet fluid" design, favoring aerodynamics, and its promise of unmatched comfort thanks to the Progressive Hydraulic Cushions suspension and Advanced Comfort seats. The versatility of the powertrains offered—Hybrid, Plug-in Hybrid, and 100% Electric—also weighed in the balance, offering a response adapted to the needs of every family while respecting current environmental challenges.

This European recognition places the C5 Aircross in a very positive dynamic even before its massive presence on the roads. The suspense will end on January 9, the date on which the prestigious trophy will be awarded live from the Brussels Motor Show. Passionnément Citroën will, of course, be covering this event to bring you the full experience of the show.

A launch under the best auspices

The commercial launch of the New C5 Aircross marks a key milestone for Citroën, which succeeds here in the bet of making headlines again with boldness. The brand has managed to capture attention with an original and offbeat advertisement that avoids the usual sector clichés to speak straight to the hearts of consumers. By associating dreamlike imagery with a cult soundtrack, Citroën humanizes technology and makes its new flagship immediately likeable.

The announcement, a few days later, of the C5 Aircross's presence among the finalists for the COTY 2026 election validates this approach with objective critical recognition. This is excellent news for the start of the career of this SUV, which carries great ambitions. Between image success and expert recognition, all lights are green for the C5 Aircross to establish itself as an essential reference for the 2026 automotive year.2026.