Paris, France – Citroën has unveiled a new global communications campaign starring acclaimed French actor Omar Sy, who joins the brand in an unconventional role as its new “Special Advisor.” Rather than serving as a traditional brand ambassador, Sy will collaborate closely with Citroën by sharing ideas, perspectives, and insights aimed at strengthening the brand’s connection with customers.
To celebrate the partnership, Citroën is temporarily reimagining one of its most iconic assets—its name. Throughout the campaign, the automaker will adopt the playful identity “Sytroën,” a nod to Omar Sy and the unique collaboration between the two parties.
The initiative reflects Citroën’s longstanding commitment to making mobility more accessible, practical, and people-focused. With more than a century of automotive heritage, the company sees the partnership as an opportunity to bring fresh energy and a new perspective to the brand.
According to Xavier Chardon, CEO of Citroën, the collaboration goes beyond conventional endorsement. He described Omar Sy as an authentic and approachable public figure whose optimism and ability to connect with people embody values that have long defined the brand.
Olivier François, Global Chief Marketing Officer of Stellantis, highlighted the natural synergy between Citroën and Sy, noting that both share a broad appeal, a strong sense of individuality, and an ability to engage audiences without losing authenticity.
The campaign’s first film, directed by Hugo Gélin and produced by Soldats in Paris, will support the promotion of Citroën’s full vehicle lineup. The campaign officially launches in France on June 16 and will subsequently be rolled out across international markets.
Through the “Sytroën” campaign, Citroën aims to reinforce its human-centered brand identity while introducing a fresh and engaging voice through one of France’s most popular cultural figures, Omar Sy.
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