Citroën Becomes Sytroën

• Citroën is joining forces with Omar Sy: rather than giving him a traditional ambassador role, the brand has invited him to become its “Special Advisor”, a way of building a collaboration rooted in dialogue and the sharing of ideas.
• To mark this collaboration, Citroën has chosen to play with one of its most recognizable assets: its own name. For the duration of the campaign, Citroën becomes “Sytroën.”

A new energy is sweeping through Citroën. For more than 100 years, Citroën has followed its own path. The brand has always sought to make mobility simpler, more accessible and closer to people. Today, it continues that approach by joining forces with Omar Sy. Rather than giving him a traditional ambassador role, Citroën has invited him to become its “Special Advisor”, a way of building a collaboration rooted in dialogue and the sharing of ideas.

Celebrated for his talent, perspective, optimism and close connection with the public, Omar Sy will bring his vision and experience to the brand.

To mark this collaboration, Citroën has chosen to play with one of its most recognizable assets: its own name. For the duration of the campaign, Citroën becomes “Sytroën.”

“We wanted Omar Sy to play a role that goes far beyond that of a traditional ambassador. Omar is a beloved figure who has remained authentic, approachable and true to himself. His ability to connect with people, bring a smile to their faces and look at the world from a different angle reflects values that have always been at the heart of Citroën. That’s what makes this collaboration such a natural fit.” XAVIER CHARDON, CEO CITROËN

“Some collaborations are negotiated; others simply feel obvious. Between Citroën and Omar Sy, there is a rare affinity: the same ability to connect with everyone without ever becoming ordinary, the same generous popularity, and the same freedom to embrace individuality.” OLIVIER FRANÇOIS, Global Chief Marketing Officer, Stellantis

Directed by Hugo Gélin and produced by Soldats (Paris), this global campaign will roll out across the brand’s entire model range. It launches in France on 16th June.

About Citroën x Marcel

Following an internal Stellantis agency review, Marcel was selected to support Citroën in the development of this new brand communication saga.

About Citroën

Since 1919, Citroën has been creating automobiles, technologies, and mobility solutions to respond to changes in society. A brand of boldness and innovation, Citroën places peace of mind and well-being at the heart of its customer experience, and offers a wide range of models, from the distinctive Ami, an electric mobility object designed for the city, to saloons, SUVs, and commercial vehicles, most of which are available in electric or rechargeable hybrid versions. A pioneer brand in the services and attention paid to its private and professional customers, Citroën is present in 101 countries and has a network of 6,200 points of sale and service throughout the world.