Citroen and BETC Paris Celebrate the Return of the 2 CV with a Landmark Campaign

Oct. 20, 2026

Some cars are instantly recognizable by their logo, others by their design. And then there's the 2 CV.

Its timeless silhouette, round headlights and unmistakable sound: for nearly 80 years, the 2 CV has held a special place in the collective imagination. A people's car turned cultural icon, it has been part of family holidays, first road trips, journeys off the beaten track and the lives of generations of French people.

In 2026, it's making a comeback, more in tune than ever with today's aspirations: compact, agile and connected, bringing electric mobility and everyday optimism within everyone's reach.

To mark the Paris Motor Show, Citroën is unveiling the 2 CV Concept and has entrusted BETC Paris with the launch campaign for this iconic model.

Designed as a major event in its own right, the campaign unfolds in two phases, teasing and reveal, across outdoor advertising, a manifesto film and social media. With one ambition: to bring back the 2 CV without simply looking in the rearview mirror.

 

The 2 CV makes its comeback at Porte de Versailles

From October 5 to 18, BETC Paris is taking over the entire Porte de Versailles metro station, which serves the Paris Motor Show, transforming it into the ultimate playground for the 2 CV's return.

But during the first week, there's no car in sight.

Instead, commuters are greeted by a series of intriguing clues and objects: two miniature horses, a carton of eggs, two duck feet and an umbrella. Each is a playful nod to the 2 CV's nicknames, history and mythology.

These objects appear alongside close-up visuals revealing details of the 2 CV Concept's iconic design: the curve of its bodywork, a headlight, an air intake.

A silhouette never fully revealed, yet instantly recognizable.

When the Paris Motor Show opens on October 12, the mystery comes to an end. The entire station switches into reveal mode: platforms, corridors, entrances and advertising spaces unveil the 2 CV Concept in all its detail, transforming Porte de Versailles station into a true extension of the Paris Motor Show.

The campaign also extends across social media.

Freedom hits the road again

Alongside the outdoor campaign, BETC Paris has created a manifesto film celebrating what has always made the 2 CV a car like no other: freedom.

Since its creation, the 2 CV has never been just a means of transport. It has been part of spontaneous getaways, roads less travelled, first journeys and life’s great everyday adventures.

The film revisits this legacy through generations of French people who, then as now, choose to follow their own path.

Once petrol-powered, now electric, the 2 CV evolves with the times without changing what it has always promised: the freedom to go somewhere new.

Blending emotion, simplicity and optimism, the film bridges heritage and modernity, celebrating a car that, for nearly 80 years, has always preferred to forge its own path rather than follow the crowd.

Stéphane Xiberras, President and Chief Creative Officer at BETC Paris explained:

“For us, the challenge was to create a real event around one of the most beloved cars in French automotive history, without turning it into a museum piece. The 2 CV has always been much more than just a car. It embodied a certain idea of freedom: simple, accessible and deeply rooted in everyday life. Our ambition wasn’t to recreate the past, but to capture that spirit and give it a new expression. This campaign celebrates the return of an icon, but above all, the return of everything it has always stood for.”

 

The new 2 CV carries this legacy forward: a simple, ingenious and accessible car, designed for its time. Now electric, it brings that heritage into a new era without compromising what has always made it unique.

The outdoor campaign will run at Porte de Versailles metro station from October 5 to 18. The reveal film will be available online in France and internationally from October 12.