Citroën has announced a new partnership with French actor Omar Sy, moving beyond the traditional celebrity endorsement model. The brand has appointed Sy as its “Special Advisor,” a role intended to foster ongoing dialogue and idea exchange rather than serve as a conventional ambassador campaign.
The collaboration draws on Sy’s public profile, recognised for his optimism and broad appeal, as well as his ability to connect with diverse audiences. Citroën says his perspective and experience will inform the partnership in a substantive way.
As part of the initiative, the brand is temporarily rebranding itself for the campaign period, adopting the name “Sytroën” – a playful nod to its own heritage and Sy’s involvement.
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Xavier Chardon, CEO of Citroën, said the partnership was built on shared values. “We wanted Omar Sy to play a role that goes far beyond that of a traditional ambassador,” he said. “Omar is a beloved figure who has remained authentic, approachable and true to himself. His ability to connect with people, bring a smile to their faces and look at the world from a different angle reflects values that have always been at the heart of Citroën. That's what makes this collaboration such a natural fit.”
Olivier François, Global Chief Marketing Officer at Stellantis, echoed the sentiment. “Some collaborations are negotiated; others simply feel obvious,” he said. “Between Citroën and Omar Sy, there is a rare affinity: the same ability to connect with everyone without ever becoming ordinary, the same generous popularity, and the same freedom to embrace individuality.”
The campaign, directed by Hugo Gélin and produced by Soldats in Paris, will be rolled out globally across Citroën’s full model range. It is scheduled to launch first in France on 16 June.
For a brand that has long positioned itself as accessible and people-focused, the move represents a continuation of its century-old approach to mobility and human connection, now applied to its public-facing identity.
Colin Windell for Colin-on-Cars in association with
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