In this spot, we see the birth of puppies via unconventional yet definitively natural means–like coming out of a cracked eggshell ala a baby chick, growing on tree branches like fruit that is then harvested, growing from the soil like a pumpkin-variety squash that splits open to reveal a cute canine.
The creative license is taken to accentuate the point that Mars Petcare’s Nutro dog food helps to grow healthy pets–as part of a campaign conceived by BBDO New York. This anthem spot was directed by Raf Wathion via production house Skunk.
Credits
Client Mars Petcare/Nutro Agency BBDO New York David Lubars, chief creative officer, worldwide; Luiz Sanches, chief creative officer, North America; Peter Kain, EVP, executive creative director; Gary du Toit, Lance Vinings, SVPs, creative directors; Bhanu Arbuaratna, associate creative director, designer; Becky Burkhard, group executive producer; James Young, head of interactive production; Katie Young, interactive group executive producer; Melanie Cornish, executive producer; Jasmine Batista, art producer; Julia Millison, sr. music producer. Production Company Skunk Raf Wathion, director; Matt Factor, exec producer; Frederik Vrancken, line producer. Production Orange Films South Africa Jon Day, producer & partner. Editorial Work Editorial Martin Leroy, editor; Victor Medina, producer. VFX Nozon Chris Mascarello, Xavier leconte, CG lead artists; Carmen Sanchez, producer. Music Company Human Seth Fruiterman, Gareth Williams, composers; James Wells, producer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
