A series of 28 idents from Volvo Cars suggest that the brand is From Sweden Not Hollywood, with each comparing the drama of Hollywood production to the natural beauty of Sweden.
Created by Grey London, the idents – which will be on-air until 2016 in a deal brokered by Mindshare & Sky Media – celebrate the art of Hollywood filmmaking by playfully adding a touch of Swedishness to well-known film terminology.
Kylee Rush, brand and launch manager at Volvo Car UK, said: “These eye-catching idents are epic, in-line with both Sky Atlantic’s programming and Sweden’s landscape itself. The series allows us to organically showcase two Volvo cars, the XC60 and V40, within visually stunning Swedish vistas, while simultaneously talking to viewers in a very intelligent and human way. Furthermore, the programming we are sponsoring is very premium, appointment-type television, and therefore very much aimed at our target audience for Volvo.”
The two year deal with Sky Atlantic will see the car brand appear for 60 seconds every hour of programming, 24 hours a day.