With Euro 2016 just 10 days away a number brands are continuing to tap into the growing sense of patriotism sweeping Europe for their marketing campaigns, including Swedish car maker Volvo which has chosen to tell the origin story of one of the country’s most iconic athletes, Zlatan Ibrahimovic.
Celebrating the independent mind and those who think differently, Volvo has centered in on the uncompromising Swedish striker who will captain his country at Euro 2016.
The Made by Sweden 'Prologue' ad promotes Volvo’s V90 car while focusing on a solitary Zlatan as he discusses his turbulent upbringing and the mentality which drove him to be one of Sweden’s greatest ever players.
“The campaign is a celebration of the independent mind, of the power that lies in the ability to think differently. There are many similarities between Zlatan’s and Volvo’s journeys. We haven’t got to where we are now by doing the same as everyone else,” said Anders Gustafsson, senior vice president of Volvo for Europe, Middle East and Africa.
The poignancy of the ad is driven by a new and unique score from world-renowned and Academy Award-winning composer, Hans Zimmer, famous for scoring films such as Gladiator, Inception and Interstellar.
“I’ve always been a fan of Swedish icons such as Abba and Zlatan, so doing this project with Volvo Cars and Zlatan made me experience the best of Sweden. Working together has been truly rewarding,” said Hans Zimmer.
The new campaign launched across UK social media, digital and video on demand platforms last night (30 May) with TV sports scheduled for 17 and 22 June when Sweden will play their final two group games in the competition.