Harry Potter is working his wizardry in car advertising, as witnessed by Citroen's new TV commercial for its highly versatile Pluriel.
Engaged in a magical match, a young boy and girl wave their wands at the car. "Berline," says one, and Pluriel turns into a sedan. "Spider," says the other, and the car goes topless. It then gets transformed into a full cabriolet, then a pickup.
The commercial is a clear reference to Harry and his friend Hermione Grainger, only weeks before the fifth novel of their adventures - Harry Potter and the Order of the Phoenix - goes on sale on June 21.
The advertisement was devised by Euro RSCG 27, a Paris-based unit of PSA/Peugeot-Citroen's advertising agency of choice.