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
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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