Using Nostalgia to Promote Aniti-Retro? (Citroen DS3)

Paris,

French car maker Citroen have launched an advertising campaign for its DS3 with celebrity legends John Lennon and Marilyn Monroe in a frontal attack against Britain’s iconic Mini.

 

The potentially polemic campaign due to the continuing debate on the use of deceased personalities in advertising, entitled “Anti-retro” uses two 30-second recorded videos from Lennon and Monroe in which each of the stars are critical of nostalgia and question the notion of looking back for inspiration.

 

The DS3 is aimed directly at BMW’s arguably very retro British-built Mini, was launched in Europe this past month.  The car follows the successful Mini formula of offering wild designs including different colorways for roof panels and allowing owners to customize their car so it looks like no other on the road.

 

In the spot, Lennon asks: “Once a thing’s been done it’s been done, so why all this nostalgia?” He continues: “I mean, for the 60s and 70s, you know, looking backwards for inspiration, copying the past,” he adds.  “How’s that rock and roll? Do something of your own. Start something new. Live your life now.”

 

Monroe’s voice over is very similar in theme. “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.”  Let StyleXplorers know what you th8ink of this approach...

 

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