Citroën

The Alien

The most comfortable ad in the universe.

While most premium car ads rely on empty sophistication, Citroën breaks the rules with a cinematic approach for the new ë-C4. Rejecting the category’s predictable codes, the brand delivers a bold sci-fi-style story. The story? An intergalactic friendship between a human and an adorable alien named Mike, ending in the ultimate betrayal.

Powered by an Oscar-winning sound team and an "absurdly cute" animatronic creature, the campaign turns high-stakes storytelling into a pop culture moment. From TV screens to social media, the adventure continues online as Mike becomes Citroën’s newest (and most demanding) brand ambassador.

“We wanted to play with classic sci-fi tropes as much as the audience's emotions: you watch this wonderful relationship develop, see them working together to reach the mothership, and just when you think you know where the story is going – our adorable alien pulls off the ultimate betrayal, choosing the comfort of the ë-C4 over their trusted human friend. It's heartbreaking and hilarious all at once.”

Federico Goyret

Chief Marketing Officer - Citroën