Still Pictures That Move, Marilyn Manson Played By An Orchestra…It Has To Be The Launch Of A Car Like No Other

Citroen is preparing the world for the launch of the Citroen DS5, a car like no other, and not unsurprisingly the launch is using people and technology like no other, including still pictures that move and American industrial shock rocker Marilyn Manson with an orchestra.

The Citroen DS5, a full size luxury five seat, five door car with a diesel electric hybrid powertrain, four wheel drive and with the bold and unrestrained styling of a concept car, arrives in New Zealand in the middle of next year. Ahead of its worldwide launch Citroen has launched two new promotion programmes that are as cutting edge as the car itself.

From the UK come still pictures – the first pictures of the right hand drive DS5 – that move, a first for an automotive launch. No, they are not videos, they are still pictures that contain elements that move and are dubbed ‘cinemagraphs’ that are subtly moving images that present the boldly-styled new Citroën DS5 in a uniquely eye-catching format.

Made popular by New York-based photographer Jamie Beck and motion graphics artist Kevin Burg, the cinemagraphs use the animated gif file format to combine the composition of still photography with the movement of film. A captured moment in time; at first glance the image appears as still-life, then the movement reveals itself, injecting a whisper of dynamism into each shot.

The Citroën DS5 cinemagraphs were created by automotive photographer James Lipman and design agency TIZA Creative.

“The new Citroen DS5 is an attention-grabbing model and we wanted to convey that in an engaging and innovative way,” says Marc Raven, Communications Director at Citroën UK. “The cinemagraph format - unused by vehicle manufacturers to date - provides the perfect opportunity to showcase the car in a new medium. This is ‘Créative Technologie’ at its best, breaking new ground in how cars can be presented. It’s a fun exploration of the format for now, but in time this could be how all new vehicles are experienced online.”

The ‘cinemagraphs’ may be viewed here - www.citroen.co.uk/ds5-cinemagraphs/

No less striking is the first advertisement for the DS5, which features the 2009 Marilyn Manson song “Doll-Dagga Buzz-Buzz Ziggety-Zag” apparently being played by a full orchestra with the catchline ‘Change Era’ to emphasize that the Citroen DS5 is like no other car and marks the start of a new era in car design and technology.

The advertisement may be viewed here: http://www.youtube.com/watch?v=D7BbuGb8V6U&feature=player_embedded