Citroën’s new ë-C4 model comes with many new, cool features that are impressive for human drivers and otherworldly beings as well. In a new ad campaign by BETC Paris, the Stellantis-owned brand shows how irresistible the electric car proves to be, leaving a lasting impact even on extraterrestrial forces.
Directed by Gary Freedman, the campaign’s hero spot blends science fiction and emotion to narrate a story of an unlikely friendship. An adorable alien and a human being are the protagonists of the video — a cute duo whose bond seems to grow stronger and stronger as they desperately try to escape a cinematic-like chase, with military helicopters and government SUVs determined to stop the two from completing their mission.
Before the story ends, the public sees that the two friends are actually on a quest to help send the adorable alien – nicknamed Mike — back to his land. However, much to the human’s surprise, the cosmic being reveals their true intentions, betraying their friend just to keep the ë-C4 car for themselves.
“We wanted to play with classic sci-fi tropes as much as the audience’s emotions,” explained Federico Goyret, CMO of Citroën. “You watch this wonderful relationship develop, see them working together to reach the mothership, and just when you think you know where the story is going – our adorable alien pulls off the ultimate betrayal, choosing the comfort of the ë-C4 over their trusted human friend. It’s heartbreaking and hilarious all at once.”
“With European manufacturers finally making the right electric products to reach people’s expectations in terms of sustainability, we’re seeing a move away from apologetic messaging toward pure entertainment”, continued Nicholas Bakshi, BETC Creative Director. “The alien’s fascination with the car isn’t just about showcasing features – it’s about bringing joy and surprise back to automotive storytelling.”
In crafting the unearthly journey, the brand joined forces with a group of renowned experts to develop a sound design that maintains a feeling of suspense throughout the unfolding action of the video. Crafted by one of Hans Zimmer‘s protégés, the spot’s original score combines wonder and suspense in a flawless way. Simultaneously, Wave Studios — which scooped an Oscar for Best Sound for “The Zone of Interest — helped shape Mike’s unique language as well as the video’s soundscape. Artem SFX in London brought the cute alien to life, expertly designing the character to not only be otherworldly but incredibly sweet as well.
“We’re creating a universe around this story,” concluded Goyret. “Though we should mention that we don’t actually condone grand theft auto — even by extraterrestrial beings with irresistible puppy-dog eyes.”
“The Alien” impresses the public with its cuteness as of 2 February in France, via a one-minute-long TV-format ad, before being extended across Europe and Turkey. The campaign is set up around a rich digital ecosystem and will feature Mike in fun and engaging content. The humorous initiative is set to invite all drivers (be they earthly or out-of-this-world beings) to embark on a journey that might actually be “the most comfortable journey in the universe.”
CREDITS
Brand: Stellantis, Citroën
Agency: BETC Paris
Director: Gary Freedman
