The Gunners stars learn ballet moves with guidance from top dancers of English National Ballet and choreographer and dancer Jenna Lee. The campaign’s surprising narrative is a play on DS5’s strapline of ‘The Refined, Redefined.’
The players arrive at stately Brocket Hall where they meet four ballerinas. They start by warming up, immediately highlighting the contrast between the two types of warm-up routines. The players then try some ballet steps, helped by the ballerinas.
After an intensive training session, the footballers and ballerinas perform together, before bowing to Citroën’s DS5, getting into the car and driving off.
Jules Tilstone, marketing director at Citroën UK, said; “As the Official Automotive Partner of Arsenal Football Club, we have already created a number of successful joint campaigns. With this project, we wanted to take their top class footballers, renowned for their refined style of football, and put them into a new environment that would redefine their sporting talents.
“It was a fantastic experience working with the Arsenal players and English National Ballet’s dancers in this way – a unique opportunity to bring together two contrasting worlds with individuals who are all at the top of their game.”
Vinai Venkatesham, head of global partnerships at Arsenal added: “Our players really enjoyed the shoot, and the chance to demonstrate that their qualities of strength, agility, balance and focus are just as much a part of ballet as they are in football.
“We’re really pleased with the end result, which we feel utilises our partnership to complement the positioning of the DS5 in a novel and engaging way.”
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