Havas taps ‘First Dates’ humour with debut Citroen campaign

French car brand Citroen is capitalising on its two-year sponsorship of Channel Four’sFirst Dates format with a set of fun idents set to run from next week through the remainder of the year.

Each mini-movie begins with a blossoming driver-passenger romance, only for matters to be brought crashing back down to Earth when the humorous reality of the outside world is revealed.

The tongue-in-cheek campaign marks the first major work to be produced by Havas to reflect Citroen’s ‘Love a Little Frencher’ UK marketing approach, which seeks to couple French romance with a twist of British grit.

Souad Wrixen, marketing director at Citroen UK, said: “We’re incredibly proud of our French heritage, and want to champion that in a smart, contextually relevant way here in the UK. Our sponsorship of First Dates is the perfect vehicle through which to introduce that – after all, who knows more about love than the French?”

Mark Whelan, group chief creative officer at Havas UK, added: “This is the language of love brought to you British style. Nous sommes tres proud.”

Past First Date partners include travel brand Thomson which used the tie-up top promote adult-only hotels.

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