French automobile brand Citroën released its latest ad campaign showcasing an epic car chase that features CGI stunt bears desperately trying to claim a ride in the new C3 Aircross.
Created by global agency BETC Paris and brought to life by German studio b-Epic, the campaign blends humor, cinematic storytelling, and high-end CGI.
The campaign, titled "The Hunt for Hibernation," highlights how Citroën’s advanced comfort technology — so irresistible even bears want in — makes outdoor adventures effortless.
Nick Bakshi, creative director at BETC Paris, shared insights into the campaign’s lighthearted approach, emphasizing the balance between humor and high-stakes adventure:
“We wanted the bears to be really lovable. So that you almost feel bad for them that they haven’t caught the car — even if that would have almost certainly meant the untimely demise of our Citroen drivers.”
The campaign’s cinematic quality stems from its directing duo, Dorian & Daniel of Zauberberg Production, who previously won multiple Cannes Lions awards for their work.
It also includes a main TV commercial, as well as four supporting videos featuring the bears in various comedic scenarios, all showcasing the vehicle's comfort and durability.
Expanding beyond traditional advertising, BETC Fullsix has also introduced the world’s first influencer bear.
This character, featured on Instagram and TikTok, showcases the C3 Aircross’s plush interior and premium features as the ultimate alternative to a cave for hibernation.
The campaign, launching across TV, cinema, radio, print, and digital, premiered on February 3 in Belgium and rolled out in France on February 20, followed by Germany, Italy, Poland, the Netherlands, and the United Kingdom.
A Wild Bear Chase
The ad opens with a bear in the woods, envisioning itself sinking into the plush interior of the C3 Aircross.
As the family drives off, a horde of bears takes off in pursuit, desperate to experience the comfort.
One by one, the bears slow down, out of breath, while the Citroën effortlessly continues its journey.
The screen fades to black, revealing the message: "No one can resist the comfort."
Citroën’s campaign aligns with a growing trend in automotive marketing — using entertaining storytelling to create memorable brand experiences.
Comfort stands out as a key differentiator in the competitive B-SUV segment, helping Citroën attract modern consumers who prioritize both adventure and luxury.
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