What if the noise of the city suddenly turned into nothing more than a mime show? For the launch campaign of the new DS N°7, creative agency Marcel Paris came up with a simple yet charming answer: close the door – mute the world.
In the campaign film “DS N°7: Put the World on Mute”, the protagonist initially finds himself in the midst of the city’s acoustic chaos. People, traffic, stress and constant movement define the scene. But as soon as the doors of the DS N°7 close, everything becomes quiet. The outside world remains visible, yet its noisy protagonists turn into silent mimes – a playful translation of acoustic insulation and comfort into an instantly understandable creative idea.
Björk’s “It’s Oh So Quiet” plays a central role. Reinterpreted for the campaign, the song’s characteristic shifts between silence and explosive energy become the musical counterpart to the visual concept. While the mimes give the noise of the outside world a visible form without letting it be heard, the remix makes the contrast between the hectic city and the calm inside the car emotionally tangible.
The film was directed by Terence Neale and produced by Markenfilm for Marcel Paris. Rather than explaining technical features in the conventional way, the campaign translates one of the premium SUV’s key qualities into a poetic and humorous story – turning silence itself into a luxury.
“N°7 expresses a specific idea of travel where comfort, silence and refinement become an experience in their own right. The advertising campaign that will support this launch illustrates this singular vision of automotive well-being with accuracy and finesse,” says Bastien Schupp, DS Automobiles Marketing and Communications Director.
The campaign has been running across TV, online video, print, digital and social media since the end of August, accompanying the launch of the DS N°7 through to DS Automobiles’ appearance at the Paris Motor Show in October.
