ANTOINE DE SAINT EXUPÉRY BY DS AUTOMOBILES: ADVERTISING FILM DEDICATED TO THE COLLECTION | DS Automobiles
- To celebrate the launch of the ANTOINE DE SAINT EXUPÉRY Collection, DS Automobiles is launching a new campaign, a further chapter in its “Travel is an Art” hallmark.
- Under a starry sky, The Little Prince chases his guiding star at the wheel of a DS 7 ANTOINE DE SAINT EXUPÉRY.
- The screening of the film starts on May 17.
This new campaign celebrates the legacy of author-aviator Antoine de Saint Exupéry and his immeasurable contribution to the art of travel, as well as embodying the DS Automobiles vision that “Travel is an Art”.
Every trip is a memorable experience, an invitation to dream and explore the world around us. By partnering with the legacy of Antoine de Saint Exupéry, a true ambassador for the French Art of Travel, DS Automobiles is celebrating his ingenuity as an author-aviator and his timeless vision of exploration and adventure. Every detail of the Antoine de Saint Exupéry Collection, from the models to the communications campaign, has been carefully thought out to capture the poetry and adventure that define the author’s work.
The campaign for the ANTOINE DE SAINT EXUPÉRY Collection carries viewers on a dreamlike journey through the pages of the book “The Little Prince”. Backed by the remix of Debussy’s beautiful track “Clair de Lune”, the film invites viewers to follow the Little Prince in his quest for his guiding star, sprinkled with nods to the famous author’s work. As the story unfolds, the viewers realise that this guiding star is none other than Antoine de Saint Exupéry himself, thereby creating a magical encounter between the worlds of fiction and reality.
This film is an ode to imagination, creativity and wonder, celebrating Antoine de Saint Exupéry’s visionary spirit and his ability to transport the reader to worlds where anything is possible.
Shot in Moroccan desert, the film is set in the world of Antoine de Saint Exupéry. The aviator and the adult Little Prince are father and son in real life, for a unique bond. The fox in the book has been turned into a fennec desert fox. Tamed by the inhabitants of the neighbouring village, it played along with the technical team before setting off again, by itself, into the desert.
“The spirit of exploration is shared by DS Automobiles and Antoine de Saint Exupéry. The story of Antoine de Saint Exupéry is full of inspiration, he was a poet and a traveler. These are two aspects that resonate with our Brand.”
Olivier François, CEO DS Automobiles
The film is being broadcast from May 17 and also shown on YouTube (https://www.youtube.com/watch?v=DWK80az1HSI).
ANTOINE DE SAINT EXUPÉRY Collection: offered on DS 3, DS 4 and DS 7
The ANTOINE DE SAINT EXUPÉRY Collection introduces an exclusive shared signature, closely linked to the adventurer’s story. It’s paying tribute to him on the 80th anniversary of his death.
Each model comes with a new special “Night Flight” colour. This pearlescent paint is made of pigments that create subtle golden reflections like a starry sky at dawn.
The atmosphere inside revives the language of aviators from the first half of the 20th century with a warm and durable Criollo Brown Nappa leather, which illustrates a unique expertise and the use of the beautiful materials dear to DS Automobiles. The leathers are accompanied by a brand-new embroidery technique on the dashboard trim to evoke the vapour trail of an aircraft.
Various interior and exterior badges, as well as plates on the door sills, complete the exclusive ANTOINE DE SAINT EXUPÉRY Collection’s signature. These plates feature quotes and drawings, taken from the inspirational works, and the Antoine de Saint Exupéry signature supplemented by a “speedform” logo. Its sketch conjures up the fuselage of an aeroplane. The propeller in the middle is reminiscent of a star that could be used as a guide for aviators and travellers more generally.
Credits
Agency: Marcel
Production: Movie Magic
Director: Martin Krejci
