As frontrunners in innovation, we felt that our advertising should follow suit. Why make a regular radio ad about how comfortable your car is when you’re uniquely equipped to demonstrate it?
Inspired by Citroën’s sound insulated cabin and the progressive hydraulic cushion suspension, we realised that we had everything we needed to record a radio-perfect ad – inside the car. And so, the first radio ad to be recorded inside a moving car was brought to life.
Is it really a good idea to record the first radio ad, in a moving car, on a potholed road? Turns out, in a Citroën it is.
Our first move was to find a suitably bumpy country road to put these features to the test. Our research took us to Blessington in County Wicklow where the scenery was breathtaking, and the bumpy backroads were just what we had in mind.
The car was transformed into a mobile studio, complete with sound engineer, cameraperson and all the official equipment. With the right recording tech on-board, all we had to do was shut the door and let Citroën’s sound-proof cabin create the full studio experience.
Well, we thought the 2022 Irish Medium Car of the Year would be a good place to start, so we recruited the ë-C4 for the job. After our first take, we realised we’d created a recording that was identical to a radio sound-booth, but with some better views.