Clio Health Second Deadline 25

Citroën's Close Encounter of the Rude Kind

You can't trust ETs these days

A trusting young woman gives an extraterrestrial a lift back to his spacecraft. What could possibly go wrong?

In BETC Paris’ latest work for Citroën, an off-world SOB gets up to no good:

The truth is out there. And now, so is she.

“With European manufacturers finally making the right electric products to reach people’s expectations in terms of sustainability, we’re seeing a move away from apologetic messaging toward pure entertainment,” says BETC creative director Nicholas Bakshi. “The alien’s fascination with the car isn’t just about showcasing features—it’s about bringing joy and surprise back to automotive storytelling.”

“We’re creating a universe around this story,” adds brand CMO Federico Goyret. “Though we should mention that we don’t actually condone grand theft auto—even by extraterrestrial beings with irresistible puppy-dog eyes.”

Gary Freedman directed the spot, with campaign elements breaking across TV, digital, social media, press and outdoor platforms.

Clio Health Second Deadline 25