Citroen have released a set of new videos to showcase the new DS4 crossover vehicle. It looks like a massive coupe but it has five doors and a high ride height. It has lots of headroom, like an MPV, but less bootspace than the C4 it is based on, and the spiky rear windows don’t open.
So we get why Citroen have decided to play the “non-conformist” card and brag about how their car breaks the mould. What mystifies me slightly more is their choice of videos to illustrate their point. Let’s have a look at them:
A man parkours down a flight of steps in a dingy warehouse with a DS4 at the bottom.
Five years ago, you might have accepted this, but free-running went mainstream a long while ago.
A DS4 is parked in a dingy warehouse. A video installation of abstract, rapidly changing images is projected onto its side.
Definitely not. I think if I were an artist working in the medium of video, I would be quite upset by this. There is no originality to the set-up – in fact it is a hackneyed stereotypical installation.
Some DS4s are in a dingy warehouse. A striking young lady walks past the cars and some floodlights in a succession of edgy outfits of various styles.
Well this is a fashion show. A standard fashion set-up. Once again Citroen are using a stereotypical interpretation of a creative discipline to illustrate how subversive and ‘different’ they are.
A dingy warehouse. A man retrieves a drum from the boot of the DS4 (The only shot of the interior). More drummers join him in a demonstration of traditional rhythms and percussive noise. The man replaces his drum in the boot.
Well I will give you this, Citroen – it isn’t mainstream music. But it is traditional. It is non-conformist in the same way that Morris Dancing is. Is that what you are going for? Perhaps it is.
I find these videos rather disappointing, because they have ultimately taught me nothing about the car, and the message they are intended to convey is hopelessly lost in the lazy and unimaginative way they have been executed.