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

    By SHOOTUpdated:No Comments5818 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.”

    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



    Ford, W+K London, WracK Team On “Charge Around The Globe” Docuseries

    Thursday, November 21, 2024

    This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.

    The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.

    “Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More

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