Volvo cars’ new ad highlights Swedishness to celebrate its cold, darkness, wind and rain. The film features the nation’s stars, including rapper Timbuktu, high jumper Emma Green, and hockey player Borje Salming. The feature is detailed and artistic spanning over 4 minutes. Using tough Swedish conditions as inspiration, the ad highlights how without those conditions, Volvo wouldn’t have made the cars it does. The film is shot in natural surroundings to create an essence of near dark. The ad stresses that all-wheel drive is not an option, but a necessary function to take on home in harsh conditions. Active high beam, automatic emergency braking and blind spot warning system are safe driving means through a Sweden where the great sadness rolled in.
The previous ‘Made by Sweden’ ad featured footballer Zlatan Ibrahimovic. Jean-Claude Van Damme’s epic split ad for Volvo Trucks is one of the most watched ads on YouTube. It has been announced a winner for online video at the second annual Automobile Advertising of the Year competition at North American International Auto Show (NAIAS 2015).
Audi, Hyundai and Toyota also received prizes in broadcast TV category. ‘Scripted Life’ from Audi is the creation of Venables, Bell and Partners. The ad campaign draws attention to an office goer who goes about his life till he discovers an Audi. The Hyundai ‘Dad’s Sixth Sense’ shows what changes a Hyundai can make in a boy’s life, when previously it was the father who saves his son from a host of difficult situations. The third broadcast honor was picked up by Toyota Australia for the brand’s Hilux compact pickup truck range which was created by Saatchi Australia.
Honda’s ‘The Other Side’ created by Wieden and Kennedy London and Stink Digital, wherein the Civic and Type R are brought into focus were recognised.
Jeep was the only US car brand to pick up an award at the show. Jeep earned mention in the print category for Upside Down created by Leo Burnett France. To drive home the point of safety while driving, it was the Volkswagen advertisement titled Eyes on the Road that was held at a Hong Kong movie theater. A car is seen speeding along the road when all of a sudden viewers receive test messages on their phone. The minute they take their eyes off the screen and on to their mobile phones, the car crashes.