Confetti Flies in Frenetic, Fanciful Citroën Ami Intro

From the pranksters at BETC Paris

The copious confetti in this advert introducing the latest Citroën Ami is mostly CGI. Still, the guy buried by a newsstand avalanche of paper shreds, ribbons and streamers looks mightily miffed.

BETC Paris and director Torben Kjelstrup created the spot. It seeks to convey “with boundless energy and real purpose” the compact electric vehicle’s ability to “make city life more accessible and a lot more fun,” says Federico Goyret, marketing and communications director at Citroën.

Such sound and fury seems stressful. Sorry, dude:

Antoine Moulineau and Light Studio—which worked on Sinners and The Dark Knight—designed the explosive effects.

The percussive club beat of “Tukuntazo” by El Cherry Scom, Haraca Kiko and Tokischa provides the soundtrack.

“Because the Ami is such a fun and weird little car, we were able to get away with being mischievous,” BETC creatives Julia Heydemann and Rayhaan Khodabux tell Muse. “It’s like, ‘Sure, the car is blowing up an entire city. But you’re always going to cheer on the little guy.”

“Sitting hunched over in a circle like little kids to analyze confetti size and color, getting to watch your creative director take a handful and throw it in the air with sincerity—it’s films like this that make you realize how amazingly silly this job can be. It was, pun intended, a blast.”

Dubbed “Wanna Play,” the commercial bows today. It follows other wild and wacky Citroën spots featuring an extremely rude space alien, hoards of vicious bears and a revolution where everyone eats cake.