We already know that Wrangler wearers are a bunch of crazed, animalistic lunatics who like to hunt their fellow humans. Now, we're being informed they're also a bunch of deranged pyromaniacs who enjoy lighting themselves on fire and jumping out of windows.
Does the brand seriously think "normal people" are going to identify with this crazed approach to positioning the brand? We think not.
While the agency, Agence H in Paris, would have us believe this concept is based on the domino effect - and it is - we can't help but read a whole lot of Inception into this Citroen commercial. The ad takes a twist on the tried and true (i.e. boring) winding mountain road car commercial concept and injects some dominoes-style special effects.
As the car traverses the winding mountain road, the landscape unfolds in front of it as if the land were a collection of interchangeable dominoes. It's not a bad effect. After all, anything is better that the winding mountain road snooze-fest.
Psyop handled the direction and special effects.