DS 4 and the Invitation to the French Journey
This page is translated from the original post "DS 4 et l’invitation au voyage à la française" in French.
- 18/10/2023 10:23
DS 4 launches its “Travel in French class” campaign. An anglicism in a campaign promoting the art of living French style?
“Paris upside down.” When the ground becomes the sky and the sky becomes the ground, DS 4 drives on a cloud carpet and offers a suspended moment in the heart of an unprecedented Paris… In this inverted world, with a dreamlike setting composed of hot air balloons, fireworks, and iconic monuments where one can see Paris from above, DS 4 moves confidently on familiar terrain.
The notes of Cheek to Cheek accompany this subtle dance. Composed in 1935 by Irving Berlin, they were amplified by Fred Astaire, an aerial dancer then at the height of his craft, and Ginger Rogers in Top Hat, before being globally popularized by the duo Louis Armstrong and Ella Fitzgerald. The arrangement is by Flavio Ibba and Paolo Fedreghini for DS 4, with the aim of marrying this sweet melody with the world of silence.
“Travel in French class” also introduces the new signature of the Brand. After “Spirit of Avant-Garde,” present since 2014, “Travel is an Art” now accompanies the DS Automobiles emblem. 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, and aims to be cultural and enriching.
READ ALSO > DS 3 offers us an invitation to travel
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