From last week’s air-borne #ThrowBrandThursday, we take a look at a more down-to-earth story of a young struggling artist, which is full of symbolic imagery and shows Volvo take more dramatic, cinematographic turn in its storytelling. The long-form ad opens with a setting up a scene of young man struggling with his writing while he sits in a generalized diner and invites a, possibly bored, waitress to have a seat. After she asks him to share his work-in-progress, grand music begins and voiceover recites lines from Walt Whitman’s poem Song of the Open Road: “Afoot and light-hearted I take to the open road. Healthy, free, the world before me. The long brown path before me leading wherever I choose.”
As we listen to the impressive narrative by actor Josh Brolin, and as the writer’s story unfolds, we are shown a perfect example of an adventure on the open road, which one can only experience in the new Volvo S90 luxury sedan.
The two-and-a-half-minute spot was created for agency Grey New York and directed by Swedish director Niclas Larsson via partnership of production companies Anonymous Content and Iconoclast, while cinematography was provided by Oscar-nominated cinematographer Jeff Cronenweth and Hollywood composer Dan Romer brought a piece of uplifting, orchestral score.
The commercial was the latest in Volvo’s “Our Idea of Luxury” campaign, spanning over radio, print, social and digital media. It also comes in a 30-second version that actually provides quite a different story. The narrative becomes a bit clearer, with the anonymous writer clearly being frustrated by routine inability to come up with a good idea for his writing. So, he throws his stuff in a bag and heads out for an mind-clearing drive towards an open road, this time meeting an occasional fox.
And as we mentioned at the beginning, these more ‘filmic’ ads by Volvo are a real pleasure watch. Just like ‘Volvo’s Wedding’ from July this year that features a beautiful Canadian lighthouse called Fisgard (see how to visit it here).
Credits:
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Director: Matt O’Rourke
Art Director: Denise O’Bleness
Copywriter: Walt Whitman
Executive Production: Townhouse
Townhouse President: Bennett McCarroll
Townhouse Director of Integrated Production: James McPherson
Townhouse Producer: Lauren Tuttman/Erik Iverson
Townhouse Assistant Producer: Jacob Herman
Townhouse Music Producer: Ben Dorenfeld
Production Company (location): Iconoclast / Anonymous
Director: Niclas Larsson
Director of Photography: Jeff Cronenweth
Editor (person & company): Alvaro Del Val, UpperCut
Music/Sound Design (person & company): Dan Romer, Composer / Alvaro Del Val, UpperCut
Principal Talent: John Meyer