It’s what?

This one may be just me not paying attention, but has anyone else seen the new advert for Citroën cars ?

I only listen to the advert, rather than watch it, but every time it makes me look up.

Basically, they blither on about cars, prices etc., and then I hear

The shit Citroën C1

I think they mean chic, but maybe the pronunciation leaves something to be desired…