Citroen goes Anti Retro with Lennon and Monroe

Citroen is promoting the new DS3 with the help of deceased cultural icons John Lennon and Marilyn Monroe. The “Anti Retro” campaign is centred around two 30 second commercials which question the merits of looking back in time for inspiration, urging us to live our lives now. Lennon and Marilyn’s recordings from the past finish with the introduction of the new Citroen DS3 set to “W.A.R.R.I.O.R”, a track from Ebony Bones.

John Lennon in Citroen Ad

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.”

Click on the image below to play the John Lennon video.

Marilyn Monroe addresses the question of why so many people live in the past, concluding, “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.”

Click on the image below to play the Marilyn Monroe video.

Ian Hughes, Marketing Director of Citroen 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 Citron DS3; glamorous, maverick and individualistic.”


The Anti Retro advertising campaign was developed at Euro RSCG London.