The modern malady of low battery anxiety is examined in this spot, “The Chase,” for Volvo plug-in hybrid automobiles out of agency Forsman & Bodenfors in Sweden. Set to the classic and surprisingly fitting song ”Sinnerman” by Nina Simone, the commercial follows a family’s stressful yet humorous chase for battery life from morning to night, a quest to which we all can relate. With the dad as the main character, played by renowned Danish actor Thomas Hwan, we see his reactions to everything from his Zoom meeting getting suddenly disconnected to his daughter mischievously stealing his charger.
In-between this, we see the car’s charger getting plugged in and plugged out; a visual metaphor for all the gadgets in our lives in constant need of charging. In the end, we see that the mom has stolen the charger for their other car. Luckily, it’s not an issue, and they can still go on the trip as planned since the Volvo Recharge plug-in hybrids are ”electric cars with a backup plan” as the tag line reads.
”Since the stress of low battery anxiety is something almost everyone can relate to, we wanted to highlight this in a hectic but also fun and entertaining way,” said Karl Risenfors, Art Director at Forsman & Bodenfors.
Directed by Laerke Herthoni of production company new-land, the film is part of a global campaign where Volvo says that on the road towards an all-electric future, it’s not just about the number of electric cars, but the number of electric journeys we enable. And that with plug-in hybrids, you can make sure most of your drive is electric, but know that you’re covered for longer journeys too.
Credits
Client Volvo Car Corporation Agency Forsman & Bodenfors Sophia Lindholm, Karl Risenfors, Leo Dal, art directors; Hampus Elfström, copywriter; Lena Sellman, producer; Peter Gaudiano, PR/digital strategist; Martin Joelsson, Chanelle Kazemi, art designer. Production Company new-land Laerke Herthoni, director; Erik Torell, Therese Engberg, exec producer; Dea Saracevic, producer; Monika Lenczewska, DP. Editorial Johan Söderberg, Fredrik Åkerström, editors. Color Company 3 Simon Bourne, colorist. Online Swiss Post Production Sound Ballad Adrian Aurelius. Music Jenny Ring, music supervisor; Nina Simone, composer. Media Agency Mindshare
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More