The best ref in rugby and a bear launch the C5 Aircross SUV

Citroën wanted to launch their new C5 SUV in one of the most competitive automotive sectors during the World Cup.

Nearly all advertising in the SUV category concentrates on going “off road” and into the wild. However, most people don’t really use SUVs to do that in their everyday life. So we poked a bit of fun at the category and instead drew upon the key strength of the Citroen C5 Aircross: luxurious comfort. 

We created the platform 'Adventure just got Civilised', and brought it to life through film and social by showing the refined referee Nigel Owens taming a wild bear into civility. As you do.