The latest Citroën Ami commercial, created by BETC Paris and director Torben Kjelstrup, is a fun and energetic advert that showcases the compact electric vehicle’s ability to make city life more accessible and enjoyable. The spot, dubbed “Wanna Play,” features a man buried under a massive pile of confetti, which is mostly computer-generated imagery (CGI). The explosive effects were designed by Antoine Moulineau and Light Studio, who have worked on notable projects such as Sinners and The Dark Knight.
The commercial’s soundtrack is a percussive club beat, “Tukuntazo” by El Cherry Scom, Haraca Kiko, and Tokischa, which adds to the overall energetic and playful vibe. According to Federico Goyret, marketing and communications director at Citroën, the spot aims to convey the Ami’s ability to make city life more fun with “boundless energy and real purpose.”
The creatives behind the commercial, Julia Heydemann and Rayhaan Khodabux, noted that the Ami’s unique and quirky nature allowed them to be mischievous and playful with the advert. They described the experience of working on the commercial as “amazingly silly” and a “blast.” The team spent hours analyzing confetti size and color, and even had their creative director throw handfuls of confetti in the air to get a sense of the scene.
The “Wanna Play” commercial is the latest in a series of wild and wacky Citroën spots, which have featured an extremely rude space alien, hoards of vicious bears, and a revolution where everyone eats cake. The advert is set to debut on June 2, 2025, and is sure to bring a smile to viewers’ faces with its lighthearted and humorous take on city life. Overall, the commercial is a fun and creative way to showcase the Citroën Ami’s unique personality and features.