This 90-second real-time documentary spot captured the experience of select U.S. troops who through the power of technology were virtually reunited with their families so they could watch the Super Bowl together live. The surprise was sprung on the troops, providing a good deed slice of life that tugged at the heartstrings.
The :90 from Hyundai broke in the first commercial break right after the game ended. Peter Berg directed the spot which was produced via Pony Show Entertainment and Film 45 for agency Innocean Worldwide Americas.
Credits
Client Hyundai Agency Innocean Worldwide Americas Eric Springer, chief creative officer; Barney Goldberg, Bob Rayburn, Jeff Bossin, group creative directors; David Mesfin, associate creative director, art; Nick Flora, associate creative director, copy; Brad Beerbohm, copywriter; Victoria Guenier, director of content production; Nicolette Spencer, EP/content production; Kira Linton, content producer; Chrissy Borgatta Liuzzi, art producer. Production Pony Show Entertainment & Film 45 Peter Berg, director; David Jones, Matthew Lyons, DPs; Helga Gruber, exec producer (Pony Show); Gareth Wood, head of production (Pony Show); Matthew Goldberg, exec producer (F45); Ryan Schiavo, executive in charge of production (F45); Grant Kahler, supervising producer (F45); Taylor Steadman, Kevin Baird, Jessica Goldstein, production supervisors. Casting Agent Joe Blake Casting Editorial Film 45 Ben Raxlin, postproduction supervisor; Colby Parker Jr., supervising editor; Dan Marks, Josh Rosenfield, editors.
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.
