Citroen DS3 Ads Feature John Lennon and Marilyn Monroe
Lennon and Monroe each appear in a 30-second spot, both encouraging viewers to use their creativity for influencing everyday life, rather than seeking inspiration in the past.
“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,” Lennon is pictured asking. “How’s that rock and roll? Do something of your own. Start something new. Live your life now,”
The second ad shows Marilyn Monroe questioning people’s choice to live in the past - she concludes: “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,”
The spots end with the introduction of the DS3, supported by Ebony Bones’s W.A.R.R.I.O.R. as a soundtrack.
“Monroe and Lennon were chosen for their universal, timeless and iconic status. Their images are in tune with the anti-retro personality of Citroën DS3; glamorous, maverick and individualistic.”, Ian Hughes, Marketing Director of Citroën UK, explains. The new campaign was developed by London-based EURO RSCG and will approach consumers via the small screen.
The DS3 is a key product for Citroen, as it will be used to introduce the company’s premium, highly customizable, DS vehicle range to the public.
We like unconventional marketing but still, we have a question for Citroen: aren't Lennon and Monroe RETRO ICONS themselves ?