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Science & Sunshine tests comfort with barbers and bees

A ride so comfortable that you can travel with Bees or even get a haircut? Citroën tests the idea of comfort with some unique situations with the newly launched C5 Aircross. 

For the new Citroën C5 Aircross launch campaign, Citroën’s new agency of record, Science & Sunshine tasked Emirati comedian Hamoody Bamby to put the comfortable and versatile SUV to the test.

The campaign kicks off with two social films – ‘The Buzzy Passengers’ and ‘The Epic Fade’, which tap into the car’s unique in-car experience focused on comfort and smoothness which are the true hallmark of the brand.

In ‘The Buzzy Passengers’, Hamoody Bamby tests the C5 Aircross Progressive hydraulic cushions and flying carpet effect when he gives a ride to some easily agitated passengers. 

And in ‘The Epic Fade’, Hamoody gets a fresh trim as he cruises across the city putting the smoothness of the C5 Aircross to the test. 

Commenting on the campaign, Alpha Ba, Head of European Brands Marketing, Stellantis Middle East said: “Citroën is a brand that pushes the boundaries of audacity and creativity to make vehicles accessible to all. People’s lifestyles are our source of inspiration and the C5 Aircross campaign brings out the car’s innovative technologies and advanced comfort in a fun and quirky way. Hamoody Bamby is a well loved comedian in the UAE and a fitting ambassador for the SUV which encapsulates every aspect of the Citroën spirit.”

This is Science & Sunshine’s first campaign for the brand. Citreon is a recent account win for the Independent creative agency and is the fourth automotive brand from the Stellantis portfolio handled by the agency who also retain the accounts for Peugeot, Opel and the recently acquired Alfa Romeo.

Science & Sunshine will be responsible for creative and social media duties of the brand in the UAE and Saudi Arabia. 


Brand: Citroën Middle East
Advert titles: The Buzzy Passengers & The Epic Fade
Advertising Agency: Science & Sunshine
Creatives: Andre Marchesi / Nicolas Garcia / Adela Fataliyeva / Isha Sharma / Raja Rizkhallah
Account Management: Myriam Ghazal / Bilal Saab
Client: Alpha Ba, Head of European Brands Marketing, Stellantis Middle East 

Production House: Bold Film
Director: Sebastien Guy
DOP: Tom Weir
Executive Producer: Simten Aydin