Volvo has embraced its roots in its latest advertising campaign, emphasising its cars are not just 'Made in Sweden' but are 'Made By Sweden'.
The four minute video, directed by Gustav Johansson, aimed to encapsulate the isolated beauty of Sweden in the winter from the northern glaciers to the rain covered cobblestones of Stockholm.
‘Vintersaga’ was created by Forsman & Bodenfors and features post production work from New Land and sound design from Stop. The harsh images of the Swedish winter were inspired by the Swedish word ‘vemod’ meaning something that is sad but at the same time beautiful.
Shot over 11 days, the footage is interspersed with images of Sweden’s’ diverse inhabitants in addition to glimpses of Volvo models, the V70, XC70 and XC60.
Amanda Bergman’s ‘Vintersaga’, written by Ted Ström was the soundtrack driving the narrative forward.
At a later date, the ad will run as a TV commercial, in movie theatres and will see a general release on YouTube supplemented by a social media push.