Citroën Launches 'Love at First Drive' Ad Campaign to Promote Test Drive Experience
Citroën's new advertising campaign invites customers to visit dealerships for a test drive, emphasizing the unique comfort and emotion of driving a Citroën.
More than 100 countries
6,200
8 years
What Happened
Citroën and its agency BETC have unveiled a new campaign titled 'Love at First Drive', dedicated to the test drive experience. The campaign illustrates that the first time you get behind the wheel of a Citroën triggers a unique emotion, making one test drive enough to win you over. The narrative builds on the insight that you don't truly know a car until you drive it, and at a time when drivers are rethinking mobility needs, Citroën reinforces its commitment to accessibility, comfort, and innovation.
“It’s always a delicate exercise: expressing a brand’s DNA when you’re not talking about product or performance but simply inviting people in for a test drive. If the emotion is still there, the brand is real. At Citroën, the human dimension remains at the center — even in a call to action.”
The campaign film features a woman who test-drives a Citroën and reluctantly returns to her old car. Set to Survivor's 'Is This Love', a romantic flashback reveals that her affection is for the Citroën, not the salesman. The twist gives the film a playful and tender tone, ending with her determination to buy the vehicle. The campaign was produced by Very Content and directed by Ramez Silyan.
Why this matters
The campaign highlights Citroën's focus on customer experience and accessibility, aiming to convert curiosity into sales through the test drive.
Terms in This Story
- Test drive
- A short trial drive of a vehicle to evaluate its performance and comfort before purchasing.
- BETC
- The advertising agency that collaborated with Citroën on this campaign.
- Road feel
- The sensation of the road transmitted through the steering and suspension, contributing to driving comfort.
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