DS 3 CROSSBACK, A NEW ICON OF HIGH-TECH STYLE IS BORN
Just when DS 3 CROSSBACK will arrive in the DS exclusive network, DS Automobiles will launch an international advertising campaign staging this new icon of high-tech style.
Pushing back the limits, DS 3 CROSSBACK is a vehicle of distinctive styling and exceptional proportions, available in its 100% electric version E-TENSE, featuring exclusive technologies and unique refinement. DS 3 CROSSBACK is both a city car and a long-distance road car for all those looking for a vehicle with instant appeal that is stylish, dynamic and elegant.
With this car, DS Automobiles is not only conquering a new segment, but letting the world know that it is here to stay and will continue to represent French luxury 'savoir-faire’ and high technology in the automotive industry.
The customers for DS 3 CROSSBACK have an extravert and assertive personality, with a desire to stand out but without showing off. They are looking for brands that stand for something and are not afraid to be different.
‘’DS 3 CROSSBACK is definitively an iconoclast vehicle, breaking the codes in the category with its sculptural design and high-tech equipment. That’s why we wanted a campaign that would reflect the car’s bold spirit. By reinventing the Mona-Lisa, affirming our convictions or inviting viewers not to be followers, we take a stand and send a strong message about what we believe ‘’ Arnaud Ribault, Marketing Director.
To launch this new icon of high-tech style, the brand needed to push the boundaries, defy and reinvent the traditional codes. Hence, DS Automobiles created a campaign as unique and avant-garde as this car in order to express its iconoclast spirit: a series of short format films defy the much-expected long format film.
The brand opted instead for short impactful ‘tableaux’ to reflect what it takes to push the limits, to stand up for your beliefs, to follow your convictions. Just like DS 3 CROSSBACK defying style with its bold lines and pushing innovation with its hi-tech package onboard. The films will inspire & inform, elevate & illustrate, with strong imagery reinventing the codes we know & celebrating the car features.
DS Automobiles reached out to Daisy Zhou, named of one Adweek’s top 15 talented directors raising the standard for storytelling, to reinvent the codes of the automobiles advertising. Her signature camera moves and her experience with music videos and documentaries provide a fresh new take on how to bring out the spirit of the car. The music also embraces with elegance the iconoclast character of the car, with its modern electro sound mixed to a celebratory organic trumpet, announcing the birth of a new icon.
The campaign will be released globally the first week of May.
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