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