THE FRENCH CAR THAT SPEAKS YOUR LANGUAGE

"The French Car That Speaks Your Language" is a series of sponsorship idents created by Citroën UK in collaboration with the Dave channel. Launched in 2021, these idents were designed to highlight Citroën's new brand connection with the UK public, emphasizing the message that Citroën understands and speaks the language of its UK customers. 

The Citroën UK Advert idents feature a French aesthetic, resembling a quaint French street, with a soundtrack to match. However, viewers soon realize through the characters' regional accents that the setting is actually quintessentially British. This clever juxtaposition underscores the campaign's theme of Citroën being "The French Car That Speaks Your Language."

 The music for these Citroën UK Advert idents was composed by the talented duo Pippa Cleary and Kieran Merrick, whose work added a significant layer of charm and appeal to the campaign. Cleary and Merrick’s composition perfectly complements the light-hearted, clever nature of the ad, reinforcing the playful juxtaposition between the French setting and British accents. Their music brings an upbeat, catchy, and quirky vibe to the commercial, making it memorable and engaging for viewers. The composition also plays a crucial role in enhancing the campaign’s overall theme: Citroën is the "French car that speaks your language." The music smoothly blends elements of French-inspired sounds with familiar, relatable tunes that resonate with the UK audience. This mix of musical influences serves to further emphasize Citroën’s UK adverts message of their ability to connect with British consumers, despite its French origins. Their musical contribution elevates the visuals, ensuring that the campaign remains fresh and captivating, and helping Citroën strengthen its presence and understanding of the UK market.

 This partnership between Citroën and Dave marked a significant collaboration, with the idents featured across the channel's programming, including popular shows like "Gogglebox." The campaign aimed to resonate with the UK audience by showcasing Citroën's UK adverts understanding of local culture and preferences.