Here’s a clever little story. It makes you smile with its relatable scenarios about two parents’ everyday “saves” of their twins. Then just when you’re very comfortable, it delivers a jolt that underlines the point of the commercial.
it’s the hero film in the latest Forsman & Bodenfors campaign for the Volvo XC60 and XC90, and highlights the safety features in the cars.
The campaign is part of a new concept, For everyone’s safety, in which Volvo focuses on safety for everyone, both inside and around the car. The story comes from internet humour, where parents save their children from potentially dangerous situations at the very last second. It is launched in both digital and traditional media channels and PR.
The campaign film ends with the message, The car that looks after you, like you look after others.
“We want to show how the Volvo XC60 and XC90 are the ultimate family cars. That we understand how challenging being a parent can be, and Volvo is here to support them. The safety features in our cars are there to protect both you and the ones you love, and we think this campaign shows that in both a humorous and relatable way,” stated Louise Ahlström, brand project manager at Volvo Cars.
Swedish actor, Fares Fares, plays the role of the father in the film. Fares, known for his roles in TV-series, Westworld and Chernobyl, as well as Star Wars film, Rogue One, is himself a father of a one-year-old son.
“As a father of a one-year-old I truly identify myself with these scenes. Your entire world is centred around the kids, in my case Ziggy. We secure our home just like in the film, we shop for diapers and baby food and make sure he doesn’t get hurt by anything. It was fun shooting the films together with Volvo and show how the car can help avoid dangerous situations, just like parents help their kids,” Fares Fares commented.
The role of the mother is played by Swedish actress, Ana Gil de Melo Nascimento, known for her roles in numerous Swedish TV series and films, such as Berts dagbok and Jordskott. She’s currently starring in two major films as well as plays on The Royal Dramatic Theatre, Dramaten, in Stockholm, Sweden.
In the film’s background, US singer-songwriter, Pete Seeger, performs his classic Hard times in the mill from the 1956 album, American Industrial Ballads.
Supporting the hero film are real-world clips from social media channels, in which children suddenly find themselves in potentially dangerous situations, but are quickly saved by their parents. The clips are part of Volvo Car’s activation in its social media channels, also highlighting the company’s focus on safety.
The campaign is running globally, starting off in Europe on September 1, followed by the US, China and more. The film was shot in Stockholm, Sweden, in July 2020, with all precautions taken with respect to the covid-19 pandemic.
Here is the US version:
Agency: Forsman & Bodenfors
Art Directors: Sophia Lindholm, Karl Risenfors & Leo Dal
Copywriters: Hampus Elfström & Nicholas Düfke
Client Director: Magnus Wretblad
Account Executive: Katarina Klofsten
Agency Producer: Lena Sellman
PR: Bjarne Darwall
Planner: Daniel Sjöstrand
Web Design: F&B Inhouse
Artwork: Martin Joelsson
Media Agency: Mindshare
Production Company: New Land
Director: Niclas Larsson
Producers: Joel Rostmark & Adam Holmström
DOP: Linus Sandgren
Executive Producer: Sophie Tamm Christensen
Stylist: Denise Östholm
Production Designer: Simone Grau Roney
Editor: Carla Luffe
Grade: Sofie Borup @ Comapny 3
Sound Design: Ellinor Nilsson @ Chimeny
Photographer: Patrik Johäll @ Superstudios
Music: Hard times in the mill performed by Pete Seeger
Publishing rights controlled by: Smithsonian Folk Ways Recordings
Client: Volvo Car Corporation
Client Approval: Louise Ahlström