This slice of life at a restaurant flips the norm, showing us a woman taking the initiative and about to propose marriage to a man–underscoring the value of Secret Stress-Tested for Women deodorant.
Titled “The Question,” this spot was conceived by a creative team at Wieden+Kennedy, Portland, Ore., and directed by Aoife McArdle via Anonymous Content.
Client Procter & Gamble/Secret Agency Wieden+Kennedy, Portland, Ore. Justine Armour, creative director/writer; Caio Lazurri, creative director; Johan Arlig, art director; Brooke Barker, copywriter; Jessica Staples, producer; Michael Holz, interactive strategy; Carly Presho-Dunne, social strategy; Angela Jones, strategic planning. Production Anonymous Content Aoife McArdle, director; SueEllen Clair, exec producer; Sally Campbell, exec producer (Somesuch); Christopher Gallagher, producer; Alexis Zabe, DP. Editorial Final Cut Paul Zucker, editor; Eric McCasline, exec post producer; Suzy Ramirez, head of production; Sarita White, producer. Visual Effects MPC Los Angeles Elexis Stern, exec producer; Ben Persons, shoot supervisor; Mark Gethin, colorist; Susanne Scharping, VFX lead; Sandra Ross, Vincent Blin, Warren Paleos, VFX; Kathleen Kirkman, designer. Music Marmoset Will Canzoneri, composer; Tim Shrout, producer. Sound Design Barking Owl Michael Anastasi, sound designer; Kelly Bayett, exec producer. Audio Post Lime Studios Sam Casas, mixer.
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.
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