Arsenal Players Show Their Graceful Side In Unique Ballet Campaign For New Citroen DS5
SLOUGH, UNITED KINGDOM – Apr 10, 2012: Four members of Arsenal’s first team have swapped studs for soubresaut, the pitch for pliť and goalposts for glissade in the latest CitroŽn campaign promoting the stylish new flagship DS5.
In a distinctive and stylishly shot series of videos created by Euro RSCG London, the players learn ballet moves with guidance from star dancers of English National Ballet and choreographer and dancer Jenna Lee. The campaign’s surprising narrative is a play on DS5’s strapline of ‘The Refined, Redefined.’
In the main sequence, first team players Alex Song, Wojciech Szczesny, Alex Oxlade-Chamberlain and Bacary Sagna arrive at stately Brocket Hall where they meet four ballerinas. They start by warming up, immediately highlighting the contrast between the two types of warm-up routines. The players then try some ballet steps, helped by the ballerinas. After an intensive training session, the footballers and ballerinas perform together, before bowing to CitroŽn’s DS5, getting into the car and driving off.
There is one 90 second video, released today, together with a ‘Making-of’ and two ‘Behind-the-scenes’ films, which will be revealed later in April. These feature the players trying out some more contemporary dance moves and Szczesny showing a musical talent that surprises both the ballerinas and his fellow players.
Jules Tilstone, Marketing Director at CitroŽn UK, commented: “As the Official Automotive Partner of Arsenal Football Club, we have already created a number of successful joint campaigns. With this project, we wanted to take their top class footballers, renowned for their refined style of football, and put them into a new environment that would redefine their sporting talents. It was a fantastic experience working with the Arsenal players and English National Ballet’s dancers in this way - a unique opportunity to bring together two contrasting worlds with individuals who are all at the top of their game.”
Vinai Venkatesham, Head of Global Partnerships at Arsenal Football Club, commented: “Our players really enjoyed the shoot, and the chance to demonstrate that their qualities of strength, agility, balance and focus are just as much a part of ballet as they are in football. We're really pleased with the end result, which we feel utilises our partnership to complement the positioning of the DS5 in a novel and engaging way.”