In 2022, Polestar stepped way outside car advertising conventions with a Super Bowl spot that provoked its main electric car rival and stirred all drivers into rethinking what they wanted from a car. Polestar’s in-house creative team has reworked that commercial’s execution to present an updated argument for its cars, encouraging viewers to choose Polestar for its future-forward thinking and its challenger mindset, where design, performance and sustainability don’t come as trade-offs, but as outcomes of consistent, intentional choices.

The global campaign, Choose, has launched against a backdrop of delayed climate commitments, softened environmental goals and an industry slowing its transition to electrification. Its hero film is built around a series of everyday and cultural decisions, intending to remind people of the power they have – we can choose the past and get the same old same old, or we can choose a better future.

“The automotive industry is defending the status quo, trying to sell the polluting past to keep outdated business models alive. With this campaign, we’re taking a clear stand in a moment where progress is no longer a given. People have a choice: they can choose better, they can choose the future.Choose reflects Polestar’s approach to design, performance and sustainability, without compromise or nostalgia,” stated Michael Manske, chief marketing officer at Polestar. 

Watch the 2022 Super Bowl commercial:

Between these two commercials came an equally left-of-centre spot featuring Swedish actor, Alexander Skarsgård, and a set of humorous criteria for choosing a car:

Credits:
Creative Direction: Conor Nally, Susanne Blomster
Director: Daniel Lidén
Art Direction: Helen Resar and My Magnusson
Social Creative: Martin Victorin, Maja Leis Ljungmark
Project Lead: Cornelia Andersson
Head of Marketing: Annika Trana Lagerholm
CMO: Michael Manske
Photographer: Stefan Isaksson
PR: Ellen Broomé and Neele Himmelmann
Production: Haymakerfx