What do Arsenal (UK Soccer Team) and the The English National Ballet have in common? Not much, most would say, except some fancy footwork. These icons of Sport and Culture have been cleverly put together in a campaign to promote the new Citroen DS 5 called "Refined Redefined".
The ad is certain to draw lots of viewers on YouTube and positive word of mouth. The ad's originality and humour will no doubt have a positive impact on the Citroen brand. Because of the respectful yet comical way in which all the players are cast - the Arsenal team members, the dancers and the car, its likely that the ad will have a halo effect on all brands. Even Tchaikovsky Swan Lake was redefined in a refined sort of way.