DS Automobiles encourages individuals to embrace the epitome of comfort and elevate themselves to the realm of French class in its latest advertisement, promoting the DS 4, which stands as France’s best-selling premium compact hatchback in 2023.
Part of the brand’s “Upgrade to French Class” campaign, this spot, initiated on October 15th, unfolds in an inverted world where the ground becomes the sky, and the sky becomes the ground. It features a couple inside their DS 4, driving home after a taxing day. Their vehicle glides on a cloud-like carpet, suspended in an unfamiliar Paris adorned with hot air balloons, fireworks, and iconic landmarks. The man takes the wheel, while his wife enjoys the journey in the passenger seat, relishing the unique comfort provided by the car’s features, which include camera-controlled suspension, soundproofing, premium materials, and cutting-edge in-car technologies, such as night vision.
The delightful notes of “Cheek to Cheek” provide the musical backdrop for this imaginative journey. Composed in 1935 by Irving Berlin, the song was originally performed by the legendary Fred Astaire and Ginger Rogers in “Top Hat” before gaining worldwide popularity through Louis Armstrong and Ella Fitzgerald. The arrangement for the DS 4 was crafted by Flavio Ibba and Paolo Fedreghini, with the intention of blending this delightful melody with the realm of silence.
