SytronMathieuSpadaro
A breath of fresh air and new faces at Citroën: For more than 100 years, the brand has been charting its own course, always with the goal of making mobility simpler, more accessible, and closer to people. Citroën is now continuing this mission through its collaboration with Omar Sy. Instead of assigning him the role of a traditional brand ambassador, the brand has brought him on board as a “Special Advisor”—a partner for open dialogue and the exchange of new ideas.
Omar Sy, the French actor and comedian who gained international fame through the film The Intouchables, is now one of France’s most successful actors. Among other roles, he played the lead in the Netflix series *Lupin* and is appreciated beyond France’s borders for his talent, his attitude, his optimism, and his very special connection with the audience. Now he will contribute his experiences and perspective to the further development of the Citroën brand.
To highlight the partnership, Citroën is drawing on what is arguably its most distinctive feature: its own name. For the duration of the campaign, Citroën will become “Sytroën.”
“We wanted Omar Sy to take on a role that goes beyond that of a traditional brand ambassador. Omar is a figure whom people admire and who has always remained authentic, approachable, and down-to-earth. His ability to connect with people, bring a smile to their faces, and see the world from a different perspective reflects values that have always been at the heart of Citroën. That’s exactly why this partnership is such a good fit.” – Xavier Chardon, CEO of Citroën.
“Some collaborations are negotiated; others just feel natural. Citroën and Omar Sy share an extraordinary connection and the same ability to appeal to people from all backgrounds without coming across as ordinary—the same likable popularity and the same freedom to embrace individuality.” – Olivier François, Global Chief Marketing Officer, Stellantis.
The global campaign was directed by Hugo Gélin and produced by Soldats (Paris). Creative direction was handled by the Marcel agency. The campaign launched in France on June 16.
Link to the campaign video: https://www.youtube.com/watch?v=Xh3gmNR0YUk
You are currently viewing a placeholder content from Google Maps. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.
More InformationYou need to load content from reCAPTCHA to submit the form. Please note that doing so will share data with third-party providers.
More Information
