Home CitroŽnŽt home

Site search powered by FreeFind
Do NOT include 'Citroen' in your search terms

Return to CX Index page

1984 editorial and article from le Double Chevron 78 about the CX GTi Turbo/Grace Jones advertising campaign

The advert which caused a sensation in France making a French minister's hair stand on end - the 220 kph turbo publicity campaign. The message reached a far larger public than envisaged. The RSCG agency commissioned Jean-Paul Goude to design a poster of the CX GTi Turbo for the Paris Motor Show. He took Grace Jones as his model and photographed her with a “CX" hairstyle, discreetly outlined with a laser beam. As a result of recent laws passed in France, constructors can no longer base their campaigns on the performance figures of cars. The Minister of Transport considered that the neatly-printed "220 kph” figure contravenes those laws and alerted the press. He couldn’t have done better - it was all over the papers and the CX Turbo got the kind of launching that publicists and their clients usually only dream about.

How can one explain the fact that practically the whole of the mass-media was behind CitroŽn with regard to the Turbo-poster affair? The reason can almost undoubtedly be attributed to the fact that, this time, the French authorities went a little too far. They have initiated such a great number of laws in order to convince the public that fast cars have gone out of style, that in fact, they are asserting the contrary. The categorical reasoning of a prosaic Administration has a hard time standing up to the harsh realities: there were 26.56% fewer road accidents in France between 1972 and 1982, which was the decade of the government anti-speed campaign. However, the road accident figures in Germany, for the same period, were reduced by 38.88% - in spite of the fact that there were no enforced speed restrictions in that country. The principle of ruling out the use of speed figures, at a time when constructors are having to strive hard to compete, does not justify the ban - far from it. The Administration emphasises its supremacy by not only limiting speed, but also by limiting freedom of expression. In this advertising campaign, the words of Lord Byron come to mind: “For freedom’s battle once begun, I Bequeathed by bleeding Sire to Son, Though baffled oft is ever won.” A noble cause and meaningful word - freedom.

© 1984 le Double Chevron/2013 CitroŽnŽt Thanks to JL