DS AUTOMOBILES REVEALS INNOVATIVE ‘UPGRADE TO FRENCH CLASS’ CAMPAIGN FOR DS4

• Borrowing lines from the iconic Louis Armstrong and Etta James hit ‘Cheek to Cheek’, new DS4 campaign promotes the quality of French travel
• New autumn campaign, launched this week, solidifies role of DS as leader in the Premium car market
• Advert features DS4 returning to Paris and features Eiffel Tower and plays with poetry and comfort

DS Automobiles has revealed its latest innovative campaign. The advert, featuring DS 4, turn Paris upside down, highlights the relationship DS Automobiles has with Paris and showcases the comfort and design of DS 4.

The ground becomes the sky and the sky becomes the ground, DS 4 drives on a carpet of clouds and is suspended in the middle of a hitherto unseen Paris. In this inverted world, with its dreamlike setting made up of hot air balloons, fireworks and iconic monuments where you can explore Paris from the sky, DS 4 showcases its incredible comfort and daring design. Consequently, it highlights its differentiating qualities: the comfort of its camera-controlled suspension, its soundproofing, the refinement of its materials as well as the cutting-edge in-car technologies such as night vision.

The notes of the song Cheek to Cheek accompany the advert. 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.

Olivier François, CEO, DS Automobiles said, “With 'Travel French class', DS Automobiles is showcasing its expertise in terms of comfort and refinement, which are distinguishing attributes of DS 4. This poetic new film, in which DS 4 crosses Paris at night, illustrates these differentiating qualities. A chance to rise up to discover new perspectives in defining comfort.”

Travel remains the main theme of DS 4. Focused on comfort, “Upgrade to French class” is the second advertising film dedicated to the DS Automobiles compact hatchback, following the “When technology dreams of travel” campaign launched in 2021.

“Upgrade to French class” also introduces the brand's new signature. After “Spirit of Avant-Garde”, which has been around since 2014, “Travelling is an Art” now accompanies the DS Automobiles logo. This new signature presents travel as a way of life and a form of artistic expression. It reveals travel in its most creative, imaginative and curious form, it also intends to be cultural and inspiring.

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.

The film “Upgrade to French class” has been broadcast since 15 October and on YouTube (https://youtu.be/LO-YavJd_IY).

ENDS

PRESS CONTACTS

Krystyna Perry - 07710 062783 - krystyna.perry@stellantis.com – Head of PR 

Jeremy Townsend – 07827 896480 – jeremy.townsend@stellantis.com – UK Communications Director  

ABOUT DS AUTOMOBILES  

Driven by the spirit of the avant-garde and backed by an exceptional heritage, the DS brand, born in 2014, aims to embody the French art of travel. Remarkable products, discernible French luxury savoir-faire, coupled with a suite of bespoke services, DS Automobiles offers a unique experience before, during and after every journey.

Designed for customers looking to stand out who want to travel the world and enjoy every moment, DS models combine refinement and technology. With New DS 3, DS 4, New DS 7 and DS 9, the DS brand offers a global range.

Based on numerous records since its entry into Formula E in 2015, including double Teams’ and Drivers’ titles, DS Automobiles is at the forefront of electrification by already selling each of its models with an electrified version. Under the E-TENSE label, DS Automobiles offers 100% electric powertrains as well as plug-in hybrids with up to 360 horsepower and 4-wheel drive. From 2024, every new model launched by DS Automobiles will be 100% electric.

For its discerning customers, DS Automobiles has crafted a suite of exclusive services, called “ONLY YOU, a wealth of attention.”

With a presence in 41 countries, the DS brand has created and is developing an exclusive distribution network that includes 450 DS STORE throughout the world.

Follow news from DS on www.DSautomobiles.co.uk @DS_UK