CRÉATIVE TECHNOLOGIE

CITROËN BRINGS BACK THE SPIRIT OF LENNON AND MONROE IN BRAND NEW ‘ANTI RETRO’ DS3 TV ADVERTISING

John Lennon and Marilyn Monroe return to the small screen from this weekend (Sunday 14^th February), to launch the eagerly awaited Citroën DS3.

THE BEST ‘ANTI RETRO’ SONGS

Click on the small car pictures for larger versions - will open in a new window

DS3 Inside Concept Car

Under the campaign strapline ‘ANTI RETRO’, the latest advertising creative from the Company uses two of the most famous 20th Century icons in two 30-second films and questions the merits of looking back in time for inspiration, urging us to live our lives now!

Lennon is pictured asking, “Once a things been done it’s been done, so why all this nostalgia?” “I mean, for the 60’s and 70’s, you know, looking backwards for inspiration, copying the past,” he adds. “How’s that rock and roll? Do something of your own. Start something new. Live your life now.”

In the second commercial, featuring Marilyn Monroe, the question is why do so many people live in the past, and concludes, “You should create your own icons and way of life, because nostalgia isn’t glamorous. If I had one thing to say it would be, live your life now.”

The talking heads finish with the introduction of new DS3 set to a soundtrack from Ebony Bones, entitled W.A.R.R.I.O.R.

Ian Hughes, Marketing Director of Citroën UK, explains, “Monroe and Lennon were chosen for their universal, timeless and iconic status. Their images are in tune with the anti-retro personality of Citroën DS3; glamorous, maverick and individualistic.”

On sale in the UK from Monday 15^th February, DS3 boasts razor sharp styling and a visually-arresting design, which brings a contemporary breath of fresh air to the supermini sector.

Every DS3 is different with a virtually infinite number of personalisation options combining with a refined driving experience and environmentally considerate engines.

Both DS3 advertisements can be viewed on YouTube

The new advertising campaign is scheduled to air for the first time on Sunday 14^th February during Dancing On Ice on ITV1.

CITROËN DS3 AND SPOTIFY SOUND OUT THE BEST ‘ANTI RETRO’ SONGS

To celebrate the arrival of the radical and forward-thinking new DS3, Citroën and Spotify, the popular music service, have embarked on an exciting new project to find the ultimate ‘ANTI RETRO’ songs.
With involvement from some of the UK’s best known musical acts – Ash, Faithless, Editors, Stereophonics, Zero 7 and Temper Trap – a special section of Spotify has been dedicated to the hunt for tracks that best embrace the qualities of ‘ANTI RETRO’ – songs that were considered future-facing, distinctive and progressive for their time.
Each artist or group has selected 30 songs that they consider to fit the genre of ‘ANTI RETRO’. Over the course of two weeks Spotify users are invited to vote for their favourite tracks.

At the end of the voting period each of the artists’ new playlists, containing the 10 most voted-for songs, will be released at a rate of one per week with each artist providing a commentary to accompany their playlist.

Citroën’s new DS3 embraces forward-thinking attitudes both in its design and customisable style.

The artists who joined up with Citroën for this project also embrace creative technology in their approach to the music industry. Veteran rockers Ash are helping to revolutionise the music industry by ditching the concept of ‘the album’ and starting a subscription based singles project from their website, releasing a limited edition new song every other week for a whole year.

For more information on the project, head to Spotify. Spotify is open to everyone, both through an ad-supported free service or a premium subscription service offering mobile phone access, CD-quality streaming and offline play.

This unique project started 11^thFebruary 2010.