The Drum Awards for Marketing Entry Deadline

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Date: Jun 2021
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The Goggleboxers turn their critical powers on the New Citroën ë-C4 – 100% electric in a new campaign created by Havas London in collaboration with Studio Lambert, working with 4Sales – representing the first time that the families have been used in the marque’s advertising.

The stars of Channel 4’s long-running fly-on-the-wall series appearing in the ad are Mary & Giles, Marcus & Mica, Jenny & Lee and Pete & Sophie, and they are all filmed in the same rooms that viewers see each week. Like the show, the cast were unscripted in their commentary, with the pairs joking between themselves and commenting on the good looks of the New ë-C4, which is a battery-electric version of the recently launched New Citroën C4 hatch.

This is the first time that Citroën has included famous faces in its advertising and this move is a way for the brand to cosy up to British culture with a smile and a nod with the TV commentators. These icons of fun and cosy familiarity are a change to car marketing which rarely includes well known faces in their recognisable environments.

It ends with the strapline ‘the French car that speaks your language’, which was created by Havas for Citroën and first appeared earlier this year.


Client – Citroën UK

Managing Director – Eurig Druce

Marketing Director – Nicola Dobson

Head of Marketing Communications – Richard Dewsbury

Agency – Havas London

Group CCO - Mark Whelan

Creative Partner - Rob Potts

Art Director - Paul Robbins

Copywriter - Sam Turk

Senior Account Director - Alec Campbell

Account Manager - Naomi Hollowday

Agency Producer - Mary Musasa

Assistant Producers – Frances Ellis & Oyin Fowowe

Production Company – Havas Studios

Director - Matt Carter

Executive Producer – Katie Keith

Producer - Polly Du Plessis

Post House – Black Kite

Editor – Dfran Difrancesco

Sound House – Factory

Media planning/buying - Mediacom