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    The Best Work You May Never See: Director Laerke Herthoni’s “The Future Is Electric” For Volvo

    By SHOOTUpdated:No Comments6321 Views

    Laerke Herthoni created and directed this spot for the Volvo XC40 Recharge, heralding the electric vehicle in a nuanced way via the interaction between an adult (played by lauded Swedish actor Rolf Lassgård, an Oscar nominee for A Man Called Ove) and a precocious child (Chloe Concha).

    Titled “The Future Is Electric,” the piece was produced by new-land, a production house with offices in Stockholm, Copenhagen and London. Driving the story in part is Ethel Merman’s rendition of the Irving Berlin song “Anything You Can Do.”

    Herthoni said of the spot, “We wanted to craft an intimate and charming little story about the difference between the past and the future. Our idea was to focus on the two generations different relationship to technology and portray that in a fun way. While working on this I pictured my own dad and daughter on a day by themselves and I hope that everyone that sees this recognize parts of their own life in this too.”

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    Credits

    Client Volvo Andreas Malm, executive creative director/head of global brand and marketing; Mike Johnstone, head of central marketing and brand; Oskar Johannson, creative director; Louise Ahlstrom, task force lead; Imari McDermott, art buyer; Lindsay Moye, producer. Creative/Production new-land Laerke Herthoni, director & creative; Mattias Rudh, DP; Sophie Tamm Christensen, exec producer; Petra Johansson, producer. Editorial WGT Fredrik Akerstrom, editor. Postproduction TINT Oscar Larsson, colorist; Evelina Astrom, online artist. Sound Design Ballad Music Supervision Jenny Ring, music supervisor. Music “Anything You Can Do,” music written by Irving Berlin. Performed by Ethel Merman, Ray Middleton (Annie Get Your Gun, Broadway cast); By Universal Music Publishing: Rebecca Edwards. Performers Rolf Lassgård, Chloe Concha

    Genre:Family
    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:Laerke Herthoninew-landRolf Lassgård



    Young Goalies Get Their Made-On-iPad Dream Hockey Masks In Film From TBWA\Media Arts Lab, Canada

    Thursday, March 12, 2026
    Made-on-iPad Pee Wee Goalie Masks

    Apple released a new iteration of its Goalie Masks Made on iPad campaign--this time teaming up with National Hockey League (NHL) goaltender Sam Montembeault to create the goalie masks that young hockey players dream of wearing. NHL mask artists deployed iPad Pro and Apple Pencil Pro to design the dream masks in time for Canada’s marquee youth hockey event, the Quebec International Pee-Week Hockey Tournament. It’s a tournament which gives youngsters the opportunity to not only gain high visibility for their talents but also to compete on a huge rink in a professional arena before a large crowd. In this short film--directed by Jason Van Bruggen of production company Suneeva for agency TBWA\Media Arts Lab, Canada--among the young aspiring goalies we meet is a girl who wants the mask of a lioness, inspired by how she strives to protect her teammates, akin to guarding her cubs. Several young goalies in this film, including her, end up getting their dream masks. [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2026/03/12144344/Made-on-iPad-Pee-Wee-Goalie-Masks.mp4"][/video] Read More

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