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Yes, it's real Volvo workers in the ad, and their families. I've made a note in the post to reflect this, sorry, I thought that was dead obvious and that's why I mentioned that Sweden isn't homogeneous. This is what the Volvo factory in Gothenburg actually looks like (when it has superb camerawork and a moodful soundtrack). Thanks for the behind the scenes link, I still hope they'll release short edits of the individuals seen like a branded content campaign.
I agree, the spot is a little long for my tastes as well, which isn't really helped by the fact that I can't stand the melancholic sound of the song. Though that feeling is very Swedish. They're not actors, these are real Volvo-workers. I would have liked to learn more about Mr designer who drinks espresso in the morning and chats to someone on the phone in... is that Korean? So yeah, some other content showing the people we see here would have been nice. I could see that becoming a campaign. Hey, why not mention the history, when there's was a worker shortage in the 60s Volvo was one of the places that had workers arrive from Yugoslavia and Italy. The whole "made by people", truly opposite of the Fiat "Hand made by robots" ad idea, feels a little "Saturn". The footage and mood is so skillfully done though, it blows that Abby Wambach Mini Superbowl ad out of the water, doesn't it? Someone at Mini please take notes, maybe call F&B.
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