Volvo "Made By Sweden" (2015) 4:00 (Sweden)

Volvo continues its "Made by Sweden" campaign with a very breathtaking spot that, if a certain red-headed CEO of Adland saw, would inundate me with a bunch of geographical facts and cities and areas I can't pronounce that usually sound like HOO-Da-Svar or Skan-Ska_DOO-den.

Anyway, it's a very beautiful piece and it's so Swedish it almost makes me forget that Volvo was struggling so much it was bought by a Chinese billionaire a few years back with a big goal of expanding Volvo's market share in China. Not that there's anything wrong with that, of course. Just like there's nothing wrong with IKEA waving its Swedish flag although it's been headquartered in The Netherlands (for tax purposes, I assume) since 1983.

I just find it quite interesting that when brands are in trouble (as Volvo was, hence the buyout) they suddenly go back to their roots as a marketing strategy. Makes one think if they hadn't left their roots to begin with, they wouldn't have struggled so much. But you know how it goes. New CEO's of car companies, and new CCO's of ad agencies always need to leave their greasy thumbprint on the work, otherwise they can't feed their egos.

We'll see if all the snow and the song "Vintersaga,” by Amanda Bergmand and breathtaking cinematography moves the audience, outside of China and Sweden to start buying again. If they started selling the 1972 1800e again, I'd buy one tomorrow. I see some originals driving around L.A. all the time and they stick out in the best way possible.

Title: Volvo - Vintersaga - Made by Sweden
Advertiser: Volvo Car Sverige

Client: Åsa Borg, Per Carleö, Mikael Karlsson
Product: Volvo V70, XC70 and XC60
Advertisers Supervisor: Per Carleö
Advertisers Supervisor Titel: Marketing Communications Manager
Agency: Forsman & Bodenfors

Art Director: Andreas Malm, Staffan Lamm
Copywriter: Fredrik Jansson
Designer: Mikko Timonen
Account Director: Anders Bothén, Hans Andersson, Erik Sollenberg
Account Executive: Martin Johansson
Agency Producer: Jens Odelbring
PR Strategist: Mathias Ericsson

Web Producer: Malin Careborg

Director: Gustav Johansson
Director of Photography: Niklas Johansson

Editor: Sam Ostrove

Production company: New Land

Executive Producer: Erik Torell
Producer: Sophie Tamm Christensen
Production Manager: Sophie Hedberg

Grade: Mike Cosola
Sound Design: Martin Dahl STOPP (Stockholm Post Production)
Post Production: Johan Boije STOPP (Stockholm Post Production)

Musical Artist: Amanda Bergman

Title of song: ”Vintersaga”
Written by: Ted Ström
Produced by: Oskar Linnros

Music Supervisor: André Brink & Jonas Holst, Universal Music Publishing Scandinavia
Published by: BMG Chrysalis Scandinavia A
Label: Sweden Music / Universal Music

Mastered by: Björn Engelmann, The Cutting Room

Photographer: Felix Odell

Production company: CameraLink
Post production: Johan Cabezos, Señor & F&B Factory
Media agency: Mindshare
Social media agency: The Viral Company

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Dabitch's picture

I'll just teach you one thing, the pair of flat looking snow covered mountains & scooped out valley at the end is called lapporten, or Tjuonavagge, and it's near Abisko, northeast of Kiruna.