This spot depicts kids playing the game Marco Polo in the swimming pool, the strange twist being that the Marco Polo character is in the water with them. Yet while that’s surprising, what isn’t is that folks save money on their auto insurance premium with GEICO.
Steve Miller of RadicalMedia directed “Marco Polo” for client GEICO and The Martin Agency, Richmond, VA.
Client GEICO Agency The Martin Agency, Richmond, VA Joe Alexander, chief creative officer; Steve Bassett, Wade Alger, group creative directors; Sean Riley, creative director; Ken Marcus, sr. copywriter; Brett Alexander, executive producer; Brian Camp, broadcast producer; Coleman Sweeney, associate broadcast producer; Sara Montgomery, jr. broadcast producer. Production RadicalMedia Steve Miller, director; Gregg Carlesimo, exec producer; Frank Dituri, head of production; Jonathan Dino, producer. Editorial MackCut Ian MacKenzie, editor; Mike Leuis, assistant editor; Gina Pagano, exec producer; Sabina-Elease Utley, producer; Sam Shaffer, sound design. Running With Scissors Drew Neuhart, assistant editor. Postproduction The Mill Fergus McCall, colorist. Finishing/VFX RWS Chris Hagen, Flame artist; Paul Widerholt, Flame assistant; Katherine Leatherwood, post producer. Audio Post Rainmaker Studios Jeff McManus, sr. sound designer; Kristin O’Connor, exec producer, owner; Clinton Spell II, general manager, scheduler
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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