CITROËN BECOMES SYTROËN: WATCH THE 1ST FILM IN THE CAMPAIGN FEATURING OUR NEW CITROËN SPECIAL ADVISOR OMAR SY
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.
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