In the realm of advertising, where creativity knows no bounds, BETC Paris has crafted a masterpiece for Citroën’s Professional Range, transcending the mundane to deliver a cinematic experience like no other. Enter “The Ice Ballet,” a surreal journey where utility meets artistry, and the Citroën ë-Berlingo emerges as more than just a vehicle—it becomes a trusted partner in an extraordinary performance.
The premise is simple yet profoundly captivating: a utility worker finds himself immersed in a frozen dreamscape, accompanied by his faithful Citroën ë-Berlingo. Together, they embark on a mesmerizing ice ballet, a choreographed spectacle that defies logic and celebrates the harmonious relationship between man and machine.
BETC’s creative vision pushes the boundaries of conventional automotive advertising, infusing the narrative with whimsy, humor, and undeniable charm. As the utility worker gracefully glides across the ice, seamlessly synchronized with his ë-Berlingo, viewers are transported into a world where utility transcends functionality and transforms into art.
At the heart of the campaign lies a poignant message: when you have a vehicle that caters to your every need, it becomes more than just a mode of transportation—it becomes a trusted companion, a reliable partner in your daily endeavors. Through the surreal lens of “The Ice Ballet,” Citroën invites audiences to reimagine their relationship with their vehicles, fostering a deeper connection built on trust, reliability, and shared experiences.
The choice of Joe Cocker’s iconic “Up Where We Belong” as the soundtrack further elevates the emotional resonance of the film, capturing the essence of the bond between the worker and his Citroën ë-Berlingo. Set against the backdrop of a frozen landscape, the music underscores the sense of adventure, freedom, and camaraderie that defines the Citroën experience.
Behind the scenes, bringing “The Ice Ballet” to life was a monumental task, requiring meticulous planning, creative ingenuity, and technical expertise. From scouting locations in Helsinki, Finland, to orchestrating the intricate dance sequences on ice, every aspect of the production was executed with precision and passion.
Directed by the talented Max Malkin and produced by Zauberberg, “The Ice Ballet” showcases the remarkable synergy between creativity and craftsmanship. With post-production by Berlin-based bEpic, the film achieves a cinematic quality that captivates audiences and leaves a lasting impression.
As Citroën introduces its new fully electric professional range, including the ë-Berlingo, ë-Jumper, and ë-Jumpy, “The Ice Ballet” serves as a powerful testament to the brand’s commitment to innovation, sustainability, and driving excellence. By showcasing the capabilities of electric vehicles in a visually stunning and emotionally resonant way, Citroën continues to push the boundaries of automotive advertising and inspire audiences worldwide.
In conclusion, “The Ice Ballet” represents a triumph of creativity and storytelling, inviting viewers on a mesmerizing journey where utility and artistry converge. Through its imaginative narrative, captivating visuals, and compelling message, Citroën reaffirms its position as a trailblazer in the automotive industry, setting a new standard for innovation and excellence.
