New Advertising Campaign: “Love at First Drive” by Citroën

What if the most exciting moment in choosing your next car wasn’t the day you take it home but the very first time you get behind the wheel? Citroën and its agency BETC unveil a new campaign dedicated to one powerful moment: the test drive. A simple yet decisive experience, when curiosity turns into emotion and a potential future car becomes something real. A unique experience where customers can discover Citroën’s famous ‘road feel’, comfortable seats, smooth steering, spacious interior, intuitive interface, and the peace of mind that comes with an 8-year warranty.

Present in more than 100 countries, Citroën relies on a global network of 6,200 sales and service points around the world, welcoming customers and delivering a unique driving experience from the very first test drive. This campaign celebrates that special moment, where curiosity and emotion come together behind the wheel. “Choosing a vehicle is not just a rational decision, it’s also a personal one,” says Xavier Chardon, CEO of Citroën.

The narrative builds around a simple insight: you don’t truly know a car until you drive it. And in that short drive, everything can change. And at a time when drivers are rethinking their mobility needs, Citroën reinforces its commitment to accessibility, comfort and innovation across its renewed range and positions the test drive as the most convincing argument of all.

The film features a woman who has just finished test-driving a Citroën and reluctantly returns to her old car. Set to the iconic song “Is This Love” by Survivor, we’re drawn into a romantic flashback in which she relives the moments spent behind the wheel, leading us to believe she’s reminiscing about a romance with the dealership salesman… before revealing that the true object of her affection is the Citroën she has just driven. A twist that gives the film a tone that is both playful and full of tenderness. Back in the present, one thing is certain: she absolutely has to buy the vehicle she just test-drove.

The advertising campaign developed under Citroën with agency BETC, was produced by Very Content and directed by Ramez Silyan. “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.” said Olivier Francois, Global Chief Marketing Officer, Stellantis.

The message is clear and inviting: come and try it for yourself. Because sometimes, the future begins with a simple first drive.

Videos:

https://youtu.be/pApbzrmn4AI

Pictures:

pictures advertising Love at first drive

Citroën

Since 1919, Citroën has been creating cars, technologies and mobility solutions to respond to changes in society. Bold and innovative, Citroën places serenity and well-being at the heart of its customer experience and offers a wide range of models, from the unique Ami, an electric mobility solution designed for the city, to saloons, SUVs and commercial vehicles, most of which are available in electric or hybrid versions. A pioneer in services and customer care for both private and professional customers, Citroën is present in 101 countries and has a network of 6,200 sales and service outlets worldwide.

For more information about Citroën, visit the media site https://fr-media.citroen.com.