As urban traffic becomes denser in most major cities, more drivers are seeking alternative ways to alleviate this daily stress. Urban life calls for smarter choices regarding mobility; so while big, powerful cars dominate the highways, they often struggle to navigate the city’s mundane environment. Sure, high-horsepower cars can be fun and rebellious. But if you are in search of a vehicle that turns each ride into something playful, Citroën’s Ami model is a great option. The tiny car isn’t about speed but rather about delivering an exciting urban driving experience — even for those who don’t have a license.
In a new campaign by BETC agency, the automaker asks drivers if they “Wanna Play?”. For the initiative, the brand breaks away from traditional automotive advertising norms and positions the Ami model as a vehicle that doesn’t follow any rules. In fact, the car is set to provide all the fun that comes along with a confetti-filled party — but on wheels. Directed by Torben Kjelstrup and produced by SOLDATS, the campaign vividly captures the buzz around getting behind the wheel of the tiny car.
Aligning with the brand’s latest campaigns, such as The Alien for ë-C4 or The Revolution for ë-C3 — which blend surrealist visuals with powerful storytelling — the hero spot follows a woman as she hops into her Ami. The moment she hits the gas pedal, she unknowingly triggers a confetti explosion, a colorful blast that continues to erupt as she effortlessly glides through the city streets. The protagonist eventually reaches her destination, only to find out that another Ami — driven by a very young driver — is ready to kick off the next chapter of the vibrant adventure.
“This campaign for Ami arrives with boundless energy and a real purpose. It perfectly captures what this car is supposed to bring to young urban drivers: making city life more accessible… and a lot more fun,” explained Federico Goyret, Marketing and Communications Director at Citroën.
To create a world bursting with confetti, the agency joined hands with Antoine Moulineau and the special effects experts at LIGHT Studios — renowned for their work on The Dark Knight and Ryan Coogler’s Sinners. Their creativity and talent helped transform the car’s journey into an eye-catching show, where urban chaos stands powerless in the face of the Ami’s rebellious personality. Complementing the visual effects is the audio element, which plays — and played — an important role in the brand’s ads. Citroën’s recent campaigns featured iconic music from legends like David Bowie and Chicago. For “Wanna Play?”, the agency flipped the script, choosing Tukuntazo, by El Cherry Scom, Haraca Kiko, and Tokischa as a soundtrack.
“The goal was to create a spot that people would want to Shazam,” added Nick Bakshi, Creative Director at BETC. “We knew we had the right track when, even after 100 hours of editing and listening to it on repeat, we still couldn’t get enough of it.”
The short video is packed with some visual references to Ami’s special features. How many can you catch?
CREDITS
Brand: Citroën
Advertiser: Federico Goyret, Fabian Rodriguez, Sylvain Peraldi, Jean-Charles Vallet, Manon Jordan, Jamila Harouach
Agency: BETC
President & Chief Creative Officer: Stéphane Xiberras
Sales Team: Bertille Toledano, Mehdi Benali, Chloé Pirajean, Aude Devaux, Audélia Hareux, Alexandre Copin
Creative Director: Nick Bakshi
Copywriter: Julia Heydemann
Artistic Director: Rayhaan Khodabux
Creative Resources Coordinator: Kemi Zinsou
Creative Producer: Magalie Dauleu
Post-Production Producer Agency: Cyrielle Moustin
Strategic Planners: Etienne Averseng, Chloé Wren
BETC Fullsix Team – Social Media
Associate Creative Director: Rodolphe Marcotte
Lead Motion & Creative Makers: Marcus Thouant
Copywriter: Alexia Jalouneix
Artistic Director: Idris Dahmani
Social Creative Lead: Quentin Lanoizelet
Project Manager: Juliette Mielcarek
3D Artist: Raphaël Benhamou
Production Company: SOLDIERS
Director: Torben Kjelstrup
Executive Producer: Perrine Schwartz
Production Director: Julien Berlan
Production Coordinator: Oumeya El Ouadie
Director of Photography: Ben Todd
1st Assistant Director: David Podgornik
Casting Director: Ditte Kiel
Executive Production Service: Radioaktiv Shelter
Executive Producers: Ben Begovic, Albert Zurashvili, Gena Shevchenko
Production Director: Ales Loborec
Production Designer: Nataša Rogelj
Stylist: Tina Tanko
General Manager: Jaka Pokorn
Director: Tomaz Kolesa
Post-Production: 1to1.Paris
Post-Producers: Grégoire Giral, Ulyssia Marchais
Editor: Rasmus Nyholm Schmidt
Colorist: Nurali Kushkov
Technical Director: Rémi Muzzupapa
Post-Production Assistant: Claire Bacconnier
Assistant Editors: Julien Malifarge, Alexis Moussard
Visual Effects Studio: Light
VFX Supervisor: Antoine Moulineau
Executive Producer: Guillaume Raffi
CG Supervisors: Raphael Bot-Gartner, Laurent Solignac
FX Supervisor: Hugo Astesano
Compositing Supervisor: Chloe Chaucheprat
Associate VFX Producer: Yvon Rauber
Production Manager: Dominik Nankivell
CG Pipeline Supervisor: Jacques Fautrad
Social Media Content Director: Andro Kajzer
Social Media Director of Photography: Iztok Medja
BETC Music Supervisors: Seril Farran, Adam Ghoubali
GUM Producers: Valentine Clément, Athénaïs Rubio
Composers: Paulus Torres Raymi Miguel, Ramon Antonio Reyes, Yasmil Leonardo Felipe, Garis Alexander Reyes Aquino, Tokischa Altagracia Peralta
Publishers: PAULUS MUSIC & RM Music Publishing administered by Republic Network OÜ / Universal Music Corp. on behalf of itself, Equity Artist Publishing and Leordmusic.Inc / BBCR MUSIC / Tokischa BMI pub designated administered by Warner-Tamerlane Publishing Corp
