The Volvo FMX 18-ton construction truck bills itself as "built for the toughest working conditions on earth." Volvo Trucks and agency Forsman & Bodenfors set out to prove that claim in a unique and effective way: by letting an adorable and fearless 4-year-old girl take it for a test drive.
Volvo Trucks is spewing a bunch of technical information about its new transmission, including its "unique powertrain," D13 engine, I-Shift Dual Clutch and low-fuel consumption. But mainly what you'll remember about its latest video is a dude paragliding behind a massive rig while it speeds up to a narrow passageway under a low-lying bridge.
It's one thing to say your truck is tough, but it's another to hand the wheel over to a 4-year-old and let her crash it through buildings and ravines.
Celebrities taking selfies is a hallmark of the modern entertainment age. And in the end, even "The Force" is powerless to stop it. Turkish Airlines' "Kobe vs. Messi: The Selfie […]
Volvo Trucks, the surprising brand behind YouTube's most watched ad of all time, is back with a new video. And this time, instead of Jean-Claude Van Damme, it's an unsuspecting valet who's put in an uncomfortable position.
Niklas Lindstrom has joined Droga5, New York, as the agency’s head of interactive production. Most recently he was employed as the digital head for Swedish firm Forsman & Bodenfors, where he worked on accounts like Volvo Trucks.
CANNES, France—All this past week, Cannes Lions judges and presenters talked endlessly about how the best ads are those that inspire and even improve the world. So, why was the festival's most awarded campaign an unapologetic (if tongue-in-cheek) homage to selfishness and greed? One whose centerpiece video has a relatively meager 500,000 views on YouTube—and was, in fact, the only ad jeered by attendees at Saturday's awards show here? The Harvey Nichols holiday campaign "Sorry, I Spent It on Myself" from agency adam&eveDDB took home no less than four Grand Prix, making it the second most awarded campaign in the festival's history. (McCann Melbourne set the record last year with five Grand Prix for "Dumb Ways to Die.") The campaign centered on the creation of cheap products, such as gravel or rubber bands, sold in Harvey Nichols stores with the label "Sorry, I Spent It on Myself." The video showed customers giving these crap gifts to relatives and loved ones at Christmas while enjoying expensive clothing and handbags for themselves. It's a good campaign, and may well have deserved the Integrated Grand Prix. But it also won the Press Grand Prix, the Promo & Activation Grand Prix and a Film Grand Prix—one of two awarded in that category, along with Volvo Trucks' "Epic Split." And it's that Grand Prix in Film—where it bested some truly powerful and popular pieces of cinematography—that's the real head-scratcher. At a press conference Saturday afternoon, the Film Lions judges gushed about the spot's "boldness" but struggled to explain how it merited such lofty accolades. I asked them how it could possibly have been a unanimous selection as one of the two best pieces of advertising film in the past year. "To take greed and make people laugh and smile about it is, I think, incredibly difficult," said jury member Pete Favat, chief creative officer of Deutsch L.A. "And as a film, it's a perfect piece of film." I disagree, and it was clear I wasn't alone when, during a screening of the ad at Saturday's big awards ceremony, some derisive whistling could be heard. To illustrate why its Grand Prix selection was so baffling, we've decided to highlight some of the work it beat for the top spot. You might not agree that any one of them was Grand Prix material, but you'd be hard pressed to argue that they're lesser films. Below are our picks for seven ads that could have, and should have, ranked higher than Harvey Nichols:
CANNES, France—The Cyber Lions jurors here had trouble narrowing things down to a single big winner. So, instead, they awarded three Grand Prix in the category.
It should, by all rights, be the one of the worst ads you've ever seen: A Hollywood has-been straddles two 18-wheelers at sunset while a nearly forgotten new-age song somberly drones along in the background.
Some recent case-study videos have become just as creative—sometimes more so—than the campaigns they tout. As award show entry numbers swell—the Cannes Lions festival got 37,427 submissions this year, up 5 percent from 2013—agencies are fighting to stand out.