Citroen Brings Back the Spirit Of Lennon and Monroe In Brand New 'Anti Retro' DS3 Tv Advertising

PARIS – February 15, 2010: John Lennon and Marilyn Monroe return to the small screen from this weekend (Sunday 14th February), to launch the eagerly awaited Citroën DS3.

Under the campaign strapline ‘ANTI RETRO’, the latest advertising creative from the Company uses two of the most famous 20th Century icons in two 30-second films and questions the merits of looking back in time for inspiration, urging us to live our lives now!

Lennon is pictured asking, “Once a things been done it’s been done, so why all this nostalgia?” “I mean, for the 60’s and 70’s, you know, looking backwards for inspiration, copying the past,” he adds. “How’s that rock and roll? Do something of your own. Start something new. Live your life now.”

In the second commercial, featuring Marilyn Monroe, the question is why do so many people live in the past, and concludes, “You should create your own icons and way of life, because nostalgia isn’t glamorous. If I had one thing to say it would be, live your life now.”

The talking heads finish with the introduction of new DS3 set to a soundtrack from Ebony Bones, entitled W.A.R.R.I.O.R.

Ian Hughes, Marketing Director of Citroën UK, explains, “Monroe and Lennon were chosen for their universal, timeless and iconic status. Their images are in tune with the anti-retro personality of Citroën DS3; glamorous, maverick and individualistic.”

On sale in the UK from Monday 15th February, DS3 boasts razor sharp styling and a visually-arresting design, which brings a contemporary breath of fresh air to the supermini sector. Every DS3 is different with a virtually infinite number of personalisation options combining with a refined driving experience and environmentally considerate engines.

Both DS3 advertisements can be viewed on YouTube at: www.youtube.com/citroenactive

The new advertising campaign was developed at Euro RSCG, London by Creative Director Justin Hooper and is scheduled to air for the first time on Sunday 14th February during Dancing On Ice on ITV1.