Forsman & Bodenfors Sweden, Director Niclas Larsson Play “Safety First” With Parents For Volvo

By

Robert Goldrich
Wednesday, Sep. 9, 2020

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The new campaign for the Volvo XC60 and XC90 highlights the cars' safety features, through the eyes of hard-working parents.
 
This main campaign film--directed by Niclas Larsson via production house New Land for Forsman & Bodenfors Sweden--shows a couple struggling to keep up with their two, active toddlers. We follow them to the store to buy more diapers and we see them secure their home from sharp corners, steep stairways and other hazards. Towards the end of the film, the mother drives her Volvo on a country road, but in a moment of sudden distraction and exhaustion, her car starts to drift towards the middle of the road. The car is gently steered back again by Volvo’s safety system, and the film ends with the message: ”The car that looks after you, like you look after others”. 
 
Globally renowned 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.
 
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, e.g. 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, U.S. singer-songwriter Pete Seeger performs his classic ”Hard times in the mill” from the 1956 record ”American Industrial Ballads”.  
 
The “Family Safety” film was shot in Stockholm in July 2020, with all precautions taken with respect to the COVID-19 pandemic.

Credits

Client Volvo Car Corporation Agency Forsman & Bodenfors Sweden Sophia Lindholm, Karl Risenfors, Leo Dal, art directors; Hampus Elfstrom, Nicholas Dufke, copywriters; Lena Sellman, producer. Production New Land Niclas Larsson, director; Joel Rostmark, Adam Holmstrom, producers; Linus Sandgren, DP; Sophie Tamm Christensen, exec producer; Denise Ostholm, stylist; Simone Grau Roney, production designer; Carla Luffe, editor. Color Company 3 Sofie Borup, colorist. Sound Design Chimney Elinor Nilsson, sound designer. Postproduction Chimney Music “Hard times in the mill” performed by Pete Seeger; Smithsonian Folk Ways Recording, publishing rights.

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