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Euro RSCG London creates a new campaign for the Citroen DS4 launch.

New Delhi, Sept. 24 -- Euro RSCG London has created a series of tongue-in-cheek idents to support the launch of the Citroen DS4 in the UK. Directed by Richard Ayoade of Moxie Pictures - from 'The IT Crowd' and director of recent critically acclaimed debut feature film 'Submarine', the campaign sponsors Sky's second series of 'An Idiot Abroad'.

The new Citroen DS4 is positioned as a challenge to the family car status quo and targets a more adventurous car buyer. The idents feature a nosey neighbour, who clearly doesn't get out much, commenting on the family and their car next door. To the viewer, the car owners are just getting on with their lives, but the car and the family's behaviour prove to be a bit challenging for the neighbour. The show stars Karl Pilkington, Ricky Gervais and Stephen Merchant and runs for 8 weeks from 23rd September.

Jules Tilstone, Marketing Director of Citroen UK says 'The audience and tone of the show are a great fit for our new DS4 which challenges the conventions of a normal family car and Euro RSCG have found a great way to connect the idents with the show.' Andy McFarlane, Business Director at Euro RSCG London says 'It's never easy finding the sweet spot between marketing objective and content sponsorship - particularly when the content is award-winning comedy - but the wry, observational style of these idents allow the car to shine without getting in the way of the show.'

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Publication:Wheels Unplugged
Geographic Code:4EUUK
Date:Sep 24, 2011
Words:275
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