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DSAutomobile

DS AUTOMOBILES REVEALS INNOVATIVE ‘UPGRADE TO FRENCH CLASS’ CAMPAIGN FOR DS4

  • The new DS4 campaign draws inspiration from the iconic Louis Armstrong and Etta James hit ‘Cheek to Cheek’ to promote the quality of French travel.
  • This autumn campaign solidifies DS’ position as a leader in the Premium car market.
  • The advert features the DS4 returning to Paris, capturing the essence of the city with iconic landmarks like the Eiffel Tower, and emphasizes comfort and poetic elements.

DS Automobiles has unveiled its latest innovative campaign for the DS4. The advertisement showcases the relationship between DS Automobiles and Paris, highlighting the comfort and design of the DS4.

In this unique world, where the ground becomes the sky and the sky becomes the ground, the DS4 glides on a carpet of clouds, suspended in an upside-down Paris. The dreamlike setting includes hot air balloons, fireworks, and famous monuments that allow viewers to explore Paris from above, all while showcasing the incredible comfort and daring design of the DS4. The advert also highlights key features such as camera-controlled suspension, soundproofing, refined materials, and cutting-edge in-car technologies like night vision.

The advert is accompanied by the timeless song “Cheek to Cheek.” Originally composed in 1935 by Irving Berlin, the song gained popularity through performances by Fred Astaire and Ginger Rogers in the film “Top Hat” and later by Louis Armstrong and Ella Fitzgerald. The DS4 campaign version of the song, arranged by Flavio Ibba and Paolo Fedreghini, aims to combine the sweet melody with a silent world.

Olivier François, CEO of DS Automobiles, said, “With ‘Travel French class,’ DS Automobiles showcases its expertise in comfort and refinement, which are key attributes of the DS4. This poetic film, featuring the DS4 crossing Paris at night, illustrates these distinguishing qualities and offers a chance to explore new perspectives on comfort.”

Travel remains the central theme of the DS4 campaign, with a focus on comfort. “Upgrade to French class” is the second advertisement dedicated to the DS4, following the “When technology dreams of travel” campaign launched in 2021.

Alongside the campaign, DS Automobiles introduces its new signature: “Travelling is an Art,” replacing the previous slogan “Spirit of Avant-Garde” which has been used since 2014. The new signature portrays travel as a way of life and an artistic expression, encouraging creativity, imagination, curiosity, and cultural exploration.

Acclaimed by the press and recognized with prestigious awards, including the title of the most beautiful car of the year at the 2022 International Automobile Festival, the DS4 is currently the best-selling premium compact hatchback in France for 2023.

The film “Upgrade to French class” has been available for viewing since October 15th on YouTube (https://youtu.be/LO-YavJd_IY).