From the time the brand was founded, André Citroën’s marketing strategy was all about keeping the Citroën name forefront in the minds of everyone. With marketing efforts like illuminating the Eiffel tower with the name Citroën to the publicity achieved through various grueling Croisières — proving the reliability of his vehicles, the unwavering association of Citroën as the automotive brand for innovative design, engineering and marketing is legendary.
It comes as quite a contrast and surprise that the brand has chosen to play with one of its most recognizable assets: its own name. Citroën announced today that it is joining forces with Omar Sy to promote the brand and for the duration of the campaign, Citroën becomes “Sytroën.”
Omar Sy (born January 20, 1978) is a French actor and comedian known for his charismatic performances in film and television. He gained international fame for his lead role as Driss in the 2011 French film “The Intouchables,” which won him the César Award for Best Actor — the first Black actor to receive that honor. He has since appeared in French and international productions including “Samba” (2014), “Jurassic World” (2015, supporting), “Inferno” (2016), and the Netflix series “Lupin” (2021– ), in which he stars as Assane Diop. Sy is praised for his range across comedy and drama and is one of France’s most prominent contemporary actors.
Why this radical branding move on Citroën’s part? The press release about the name change states:
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.
Xavier Chardon, CEO of Citroën is quoted saying;
“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.”
Olivier François, Global Chief Marketing Officer, Stellantis further explains putting the brand’s emphasis on Sy;
“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.”
Directed by Hugo Gélin and produced by Soldats (Paris), the global campaign will roll out across the brand’s entire model range. No specified end time was announced.
Will this campaign, changing the brand’s name, act to boost Citroën recognition or dilute it? Time will tell with the public’s reaction and in the brand’s corporate hierarchy within Stellantis.
We can’t help but wonder what André Citroën would think of the Sytroën campaign.