Citroën have won their place in classic TV advertising with the promotion of the C4 Coupe with a dancing transformer (carbot). The ad won a Bronze Film Lion at Cannes International Advertising Festival 2005 and is now being flattered with imitation in a range of spoof commercials.
Launched in November 2004, the campaign by advertising agency Euro RSCG London promoted the new car as “alive with technology”. A silver Citroen C4, discovering itself alone in the car park, breaks out to the grooves of “Jacques Your Body” by Les Rythmes Digitales (Jacques Lu Cont). Gyrating around the park it comes close to pole dancing before reassembling in car form.
Click on the image below to play the video in YouTube (HD)
The Transformers ad was developed at Euro RSCG London by creative directore Justin Hooper, copywriter Matt Anderson, art director Steve Nicholls and agency producer Nicola Evans.
Filming was shot by director/CG artist Neill Blomkamp via Spy Films and The Embassy VFX, Toronto, with director of photography Trevor Cawood, executive producer Carlo Trulli and producer Winston Helgason, editors Stephen Pepper and Jon Anastasiades.
Choreography and dancing was done by Marty Kudelka of The Bloc Agency. Marty’s known as the choreographer for Justin Timberlake.
Sound was designed by Johnnie Burn, Aaron Reynolds and Alex Hubbard at Wave Studios, London. Music was the responsibility of Stuart Price.
The advertisement in the UK pointed to the mini site: www.citroenc4.co.uk where we are offered the chance to download the ad (5.65 MB mpg file in Zip) or watch it online (3.85 MB flash).
To get an idea of the Transformers genre check out the offical Hasbro Transformers web site where you’ll hear the theme music from the television series: “Transformers – meets the eye, Transformers – robots in disguise”
Citroen Zero Technology Spoof
A sign of classic work is being spoofed. X-Bam’s spoof features an old Citroen 2CV trying the same car park choreography, ending with disastrous results. The final words: “Zero Technology”. Click on the image below to play the video in YouTube (HD)
Danish Breakfast Bump and Rind
And then there’s the Danish Breakfast Transformer “Bump and Rind” promotion of Danish bacon and eggs, directed by Ark with Blinkink for agency MEME London. A plate of bacon and eggs transforms into a dancing robot before our eyes, telling us Danish breakfasts are alive with bacon taste. Click on the image below to play the video in YouTube (HD)