Citroën has unveiled an unconventional new partnership with French actor Omar Sy, appointing the internationally recognised star as the brand’s “Special Advisor” and temporarily transforming its name into “Sytroën” as part of a new global marketing campaign.
The initiative marks a departure from traditional celebrity endorsement deals, with the French automaker positioning the collaboration as an ongoing exchange of ideas rather than a standard ambassador role.
A different kind of partnership
Known worldwide for his performances in films such as The Intouchables and the hit Netflix series Lupin, Omar Sy has become one of France’s most recognisable cultural figures. Citroën said the actor was selected because of his optimism, authenticity and strong connection with the public.
Instead of serving solely as a spokesperson, Sy will contribute his perspective and experience as part of a broader collaboration designed to reflect the brand’s evolving identity.
To launch the partnership, Citroën has playfully incorporated the actor’s surname into its own branding, temporarily becoming “Sytroën” throughout the campaign.
Reflecting Citroën’s people-focused approach
Founded more than a century ago, Citroën has long positioned itself as a manufacturer focused on making mobility accessible and practical for everyday drivers.
The company said the partnership with Sy reflects those same values of accessibility, individuality and connection.
Xavier Chardon, Chief Executive Officer of Citroën, said the collaboration was intended to go beyond a conventional marketing agreement.
“We wanted Omar Sy to play a role that goes far beyond that of a traditional ambassador. 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,” Chardon said.
Global campaign across the full model range
The campaign has been directed by French filmmaker Hugo Gélin and produced by Soldats in Paris. It will be rolled out across Citroën’s entire vehicle range and is designed to reach audiences in multiple international markets.
The first phase launches in France on 16 June before expanding globally.
Olivier François, Global Chief Marketing Officer of Stellantis, described the partnership as a natural fit between two brands that share a similar public image.
“Some collaborations are negotiated; others simply feel obvious. 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,” he said.
A new chapter for Citroën
The campaign arrives as Citroën continues to refresh its brand image and product portfolio amid growing competition in the global automotive market. By choosing a more collaborative relationship with one of France’s most popular actors, the company is seeking to reinforce its reputation as a brand that prioritises people, creativity and accessibility.
Whether the temporary “Sytroën” identity remains a short-term marketing exercise or evolves into a longer-term collaboration, the campaign signals a fresh approach to celebrity partnerships within the automotive industry.
