Comfort is the New Cool: Citroën Launches New C4 Cactus Advertising Campaign
Citroën’s new advertising campaign for New C4 Cactus will be broadcast for the first time in the UK today. Presenting the slogan ‘Comfort is the New Cool’, the advert focuses on the European debut of the new suspension with Progressive Hydraulic Cushions™. The offbeat campaign features a father who forgets his coffee on the roof of the car during his busy morning routine. The coffee remains on the roof for the whole journey thanks to the ‘flying carpet ride’ effect created by Citroën’s innovative suspension technology. Watch the TV ad below:
COMFORT IS THE NEW COOL
Citroën has revealed a new advertising campaign for the recently launched New C4 Cactus, the ultra-comfortable hatchback.
The campaign, developed with the advertising agency Traction, is inspired by people and their increasingly busy lives. The advert highlights all the benefits of Citroën’s new suspension technology with Progressive Hydraulic Cushions™ (PHC™), which makes its European debut on New C4 Cactus Hatch. The film ‘The Mug’ showcases the busy morning routine of a father and his family. Eating breakfast, dropping the children off at school and going to work. Caught up in the morning rush, the father forgets his coffee on the roof of the car. Due to the exceptional performance of Citroën’s suspension with PHC™, the mug remains on the roof for his entire commute, which he then retrieves before rushing into the office.
This campaign demonstrates the brand’s ‘Inspired By You’ positioning, because ‘Citroën knows that life is hectic enough’.
Benefitting from the Citroën Advanced Comfort® programme, New C4 Cactus is the first car in the range with all of the Citroën Advanced Comfort® features. The ultra-comfortable hatch is the first model in Europe to feature Citroën’s suspension with Progressive Hydraulic Cushions™, which creates a ‘flying carpet’ effect. It is also the first model in the world to offer Advanced Comfort® seats featuring new high-density foam that improves seating comfort for both the driver and passengers. New C4 Cactus has 12 driver assistance systems and three connectivity technologies available as well as a wide range of efficient engines.
Recorded in Chile, the 30-second film will broadcast in the UK for the first time from today.
The soundtrack used in the TV ad is by French band, Superjava. In line with the French origins of the brand, ‘All in all’ is a bright and sunny electro-pop track, sung by four guys - Archibald, Alexandre, Arnaud and Julian - who express themselves, in a ‘feel good’ dance style. The band also performed live at the New C4 Cactus reveal in Paris. This song is in line with similar soundtracks used for previous campaigns including Part Time Friends (Citroën C3), Blow (New C3 Aircross) and Naive New Beaters (SpaceTourer).