DS Automobiles urges people to turn to absolute comfort and upgrade to French class in its latest advert, promoting the DS 4.
The spot, part of the brand’s “Upgrade to French Class” campaign, which began on 15 October, is set in an inverted world, where the ground becomes the sky and the sky becomes the ground, and features a couple in their DS 4 driving back home after a busy and tiring day. Driving on a carpet of clouds, the vehicle is suspended in the middle of a hitherto unseen Paris and surrounded by hot air balloons, fireworks and iconic monuments. While the man sits behind the wheel, his wife enjoys the ride in the passenger’s seat, experiencing a unique feeling of comfort thanks to the car’s features, including camera-controlled suspension, soundproofing, refined materials and 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.
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.