Citroën C5 X: An Invitation to Serenity

C5X is Citroen's flagship model. Unveiled in 2021, it brings together all of Citroen's expertise in comfort, in travel and more broadly in automotive well-being. Inspired by the CXperience concept, Citroen has made no secret of its intention to create a grand tourer, freeing itself from rules so as to create a car that combines the elegance and dynamism of a saloon, the volume and versatility of an estate, together with the posture and driving position of an SUV.
Agency: BETC, Paris

Being at the wheel of Citroën C5 X gives the feeling of floating owing to the brand-new Citroën Advanced Comfort active suspension and the Advanced Comfort seats. Driving C5 X is also an experience that is serene owing to driver assistance technologies and soothing because of the cab’s acoustic insulation and the fully electric mode of the car in its rechargeable hybrid version. The launch campaign produced with the Traction agency (BETC group) seeks to represent all these sensations in different ways through an advertising film and a range of graphic illustrations. In the advertising film, we see a driver of C5 X with his family. The driver experiences a feeling of profound serenity. It is an emotional metaphor where we imagine the driver remembering or dreaming of the feeling that an astronaut might have floating in space, contemplating planet Earth, in complete harmony with the world, while he himself is enjoying a moment of tranquillity, suspended in time with his family. The physical and mental comfort provided by C5 X makes his driving silent, smooth, and calm. It is the attitude advocated by the brand: humanism and serenity. The film was produced by Rune Milton from the production company Phantasm. The studio scenes were filmed in Slovenia and the dynamic scenes, in Croatia on the island of Krk. The original soundtrack by music production agency Start-Rec, echoes the driver's feelings of well-being and gently reinforces the weightlessness effect. It was created to bolster the brand's sound expression territory and embody its new positioning.