Automotive advertising shifts gear

November 21, 2004 The success of a new advertising campaign from Citroën marks not only a coup for the company in the promotion of its latest model - the C4 - but a more general trend in automobile advertising that aims to grab the attention of an ad-weary public using an off-beat, creative edge. This trend (most notably demonstrated by the Honda Accord Euro 'Cog' television commercial of 2003) sees the C4 promoted by sophisticated animation in the form of a dancing robot. By generating a ‘wow’ factor rather than presenting the consumer with ‘just another car on the road’, Citroën has also benefited from widespread distribution of the ad via viral email networks .

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