Citroën Hires Lennon & Monroe for DS3 Advertising
21/02/2010
Citroen has ‘hired’ John Lennon and Marilyn Monroe for the UK launch the eagerly awaited Citroën DS3, which is set to arrive in Australia in August this year.
Under the campaign strapline ‘ANTI RETRO’, the latest advertising creative from Citroen uses two of the most famous 20th Century icons in two 30-second films and questions, in direct dig at car makers that have gone retro for their premium models, the merits of looking back in time for inspiration, urging car buyers to live their lives now, not in the past.
Lennon is pictured asking, “Once a things been done it’s been done, so why all this nostalgia?” “I mean, for the 60’s and 70’s, you know, looking backwards for inspiration, copying the past,” he adds. “How’s that rock and roll? Do something of your own. Start something new. Live your life now.”
In the second commercial, featuring Marilyn Monroe, the question is why do so many people live in the past, and concludes, “You should create your own icons and way of life, because nostalgia isn’t glamorous. If I had one thing to say it would be, live your life now.”
The talking heads finish with the introduction of new DS3 set to a soundtrack from Ebony Bones, entitled W.A.R.R.I.O.R.
Ian Hughes, Marketing Director of Citroën UK, explains, “Monroe and Lennon were chosen for their universal, timeless and iconic status. Their images are in tune with the anti-retro personality of Citroën DS3; glamorous, maverick and individualistic.”
The Citroen DS3 boasts razor sharp styling and a visually-arresting design, which brings a contemporary breath of fresh air to the supermini sector. Every DS3 is different with a virtually infinite number of personalisation options combining with a refined driving experience and environmentally considerate engines.
Both DS3 advertisements can be viewed on YouTube at: www.youtube.com/citroenactive
