Citro&#235n risks Schiffer ads controversy

Citroë is courting controversy with a new 6m TV campaign that has supermodel Claudia Schiffer stripping.

The car maker and its agency EURO RSCG Wnek Gosper claim the ad has researched favourably among women. But they face complaints that they are exploiting sex to sell the coupé version of the Citroë Xsara, which has been specially adapted for the UK market.

The ads, which break next week, feature Schiffer walking down a set of stairs removing her clothes as she walks to her car. Finally as she drives off in her Xsara, she drops her knickers out of the window in preference to “wearing the car”.

Between October and the end of March, Citro&235n sold 6,631 Xsaras in the UK. Marketing director Mike Ibbett says: “I am not concerned with Xsara’s performance. It has been slow, but I am not disappointed. The coupé will inject some impetus, but it always takes a while to get going.”

Ibbett says the TV advertising is an attempt to define the positioning of the brand as stylish and fashionable.

Schiffer appeared in the launch campaign for Xsara in continental Europe, but the ad, in which an airbag came to her rescue in a crash, was not shown in the UK because of the death of Diana, Princess of Wales.

The model will also feature in poster work for the Xsara estate which is launched next month.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here