High-Tech Style Meets Avant-Garde in Car Ads for DS3 Crossback

Just when DS 3 CROSSBACK will arrive in the DS exclusive network, DS Auto-mobiles will launch an international advertising campaign with Publicis La Maison x Marcel staging this new icon of high-tech style.

Pushing back the limits, DS 3 CROSS-BACK is a vehicle of distinctive styling and exceptional proportions, available in its 100% electric version E-TENSE, featuring exclusive technologies and unique refinement.

Arnaud Ribault, brand director, said: "DS 3 CROSSBACK is definitively an iconoclast vehicle, breaking the codes in the category with its sculptural design and hi-tech equipment. That’s why we wanted a campaign that would reflect the car’s bold spirit. By reinventing the Mona Lisa, affirming our convictions or inviting viewers not to be followers, we take a stand and send a strong message about what we believe."

To launch this new icon of high-tech style, the brand needed to push the boundaries, defy and reinvent the traditional codes. Hence, DS Automobiles created a campaign as unique and avant-garde as this car in order to express its iconoclast spirit.

The series of short format films defy the much-expected long format film. The brand opted instead for short impactful ‘tableaux’ to reflect what it takes to push the limits, to stand up for your beliefs, to follow your convictions.

DS Automobiles reached out to Boogie Nights' Daisy Zhou to reinvent the codes of automobile advertising. Her signature camera moves and her experience with music videos and documentaries provide a fresh new take on how to bring out the spirit of the car. The music also embraces with elegance the iconoclast character of the car, with its modern electro sound mixed to a celebratory organic trumpet, announcing the birth of a new icon.