Press release
229KB
october 17, 2023 - DS
DS 4: Upgrade to french class
- “Heaven, I'm in heaven”, with a few notes borrowed from Cheek to Cheek while moving on a carpet made of clouds, DS 4 is promoting the quality of French travel in a stunning new film, the main element of a campaign launched this autumn.
- Leader in the 2023 French premium compact car market, DS 4 returns to Paris and its Eiffel Tower, playing with poetry and comfort.
- The “Updgrade to French Class” campaign began on 15 October.
“Paris turned upside down”. When the ground becomes the sky and the sky becomes the ground, DS 4 drives on a carpet of clouds and is suspended in the middle of a hitherto unseen Paris... In this inverted world, with its dreamlike setting made up of hot air balloons, fireworks and iconic monuments where you can explore Paris from the sky, DS 4 showcases its incredible comfort and daring design. Consequently it highlights its differentiating qualities: the comfort of its camera-controlled suspension, its soundproofing, the refinement of its materials as well as the cutting-edge in-car technologies such as night vision.
The notes of Cheek to Cheek accompany this ingenious broomstick. Composed in 1935 by Irving Berlin, the song was first performed by Fred Astaire, a dancer at the top of his game, and Ginger Rogers in Top Hat, before being popularised worldwide by Louis Armstrong / Ella Fitzgerald. The arrangement for DS 4 is by Flavio Ibba and Paolo Fedreghini, with the aim of combining this sweet melody with the world of silence.
“With 'Travel French class', DS Automobiles is showcasing its expertise in terms of comfort and refinement, which are distinguishing attributes of DS 4. This poetic new film, in which DS 4 crosses Paris at night, illustrates these differentiating qualities. A chance to rise up to discover new perspectives in defining comfort.”
Olivier François, DS Automobiles CEO
Travel remains the main theme of DS 4. Focused on comfort, “Upgrade to French class” is the second advertising film dedicated to the DS Automobiles compact hatchback, following the “When technology dreams of travel” campaign launched in 2021.
“Upgrade to French class” also introduces the brand's new signature. After “Spirit of Avant-Garde”, which has been around since 2014, “Travelling is an Art” now accompanies the DS Automobiles logo. This new signature presents travel as a way of life and a form of artistic expression. It reveals travel in its most creative, imaginative and curious form, it also intends to be cultural and inspiring.
Acclaimed by the press and crowned with numerous accolades, including the award for the most beautiful car of the year at the 2022 International Automobile Festival, DS 4 is France’s best-selling premium compact hatchback in 2023.
The film “Upgrade to French class” has been broadcast since 15 October and on YouTube (https://youtu.be/LO-YavJd_IY).
ds
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