Citroën x Gogglebox

The 'Citroën x Gogglebox' campaign leverages a collaboration between the automotive brand Citroën and the popular British television show *Gogglebox* to position Citroën vehicles as an integral and relatable part of everyday British life. The brand proposition centers on authenticity and familiarity, promising consumers not just a car but a companion that fits seamlessly within their daily routines and social contexts. By aligning with *Gogglebox*, a show known for its commentary on contemporary culture from the comfort of home, Citroën underscores a value of connection—both social and emotional—rooted in shared experiences and genuine moments. The market strategy is grounded in cultural relevance and social proof. By tapping into the widespread popularity and trust of *Gogglebox* personalities, the campaign subtly targets a demographic that values authenticity and observational humor—likely middle-aged to older viewers who appreciate realistic, down-to-earth communication rather than high-octane automotive spectacle. The creative angle eschews traditional product-centered advertising in favor of integrated storytelling, where the car is embedded naturally within the narrative rather than being the explicit focus. This approach reflects insight into contemporary media consumption habits, recognizing the importance of trusted content and influencer-like credibility to engage audiences in saturated media environments. By releasing the campaign in the UK and leveraging a distinctly British cultural phenomenon, Citroën aims to deepen brand affinity through localized resonance. Executed as a film medium piece, the campaign prioritizes narrative authenticity over overt sales messaging, signaling a strategic shift toward emotional engagement and social integration in automotive advertising.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign is titled 'Citroën x Gogglebox,' explicitly referencing 'Gogglebox,' a well-known British TV series featuring recognizable cast members who act as ongoing TV personalities. The creative device here leverages these familiar faces to drive brand recall and relatability, rather than focusing on a story arc, overt product demonstration, or parody. The collaboration suggests the use of celebrity or ongoing character endorsement as the central device, making Format #8 the clearest fit. No cues indicate a narrative-driven story, parody, symbolic device, or direct product demonstration, but instead a strategic celebrity association, meeting the classic definition of Format #8. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats