Citroen has launched a novel brand campaign that temporarily renames the company to Sytroen as part of a collaboration with French actor and comedian Omar Sy, who joins the brand as its Special Advisor.
Rather than appointing Sy as a traditional brand ambassador, Citroen has instead invited him to become its Special Advisor, a role designed to build a collaborative partnership rooted in dialogue and creative ideas. The campaign marks an unconventional approach to celebrity brand partnerships in the automotive industry.
For the duration of the campaign, the brand adopts the playful moniker Sytroen across its marketing materials and communications.
Omar Sy is best known internationally for his roles in The Intouchables and the Netflix series Lupin. His appointment as Special Advisor signals Citroen effort to engage with younger, culturally connected audiences through entertainment and creative collaboration.
The campaign includes a short film directed by Omar Sy himself. Citroen, a brand of Stellantis, has a long history of unconventional marketing campaigns.
Source: Stellantis Media / Citroen | Published: 17 June 2026
