Credit where it's due to Citroen's advertising agency, Euro RSCG Worldwide, and those at the car company with the balls to buy into some incredibly bold and brave creative.
Citroen's ad for it's latest mid-sized family car, the C5, uses every stereotype in the book (well, the generally positive ones at least) to give the tongue-in-cheek suggestion that the car you're looking at is 100% Deutsch. Only at the end, as the camera revels the Citroen double-chevron grille, are we told that this "unmistakeably German" car is actually "made in France".
The ad acknowledges what everyone thinks and says already; German cars are superior. Citroen has played the "if you can't beat 'em, join 'em" game, and SwelledHead think's it's a smart move. Car buyers may not be convinced that any nation's cars are as good as those from Germany, but if they're as good then that's praise indeed.
The relevance of this to transatlantic marketing. Well, it's an interesting demonstration of the value that cultural identity brings to a brand. That applies well beyond the auto industry. Would you prefer French or Bulgarian Champagne? English or American tea? Nepalese or Scottish whisky? Might you try the unconventional alternative that promises to be at least as good? You might, which is what Citroen is betting on.
Personally, I think the C5 is an appealing new model that deserves success. It will be interesting to see how the market responds.
