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11 April 2021

Swede disposition.

by Syd Briscoe

Volvo: “Bjorn” - 2 mins

A chirpy bloke named Bjorn fronts this safety-conscious ad for Volvo. Touting the marque's long history of putting driver and passenger welfare above all else, the film follows its host on a tour of the aptly named Safety Centre, where creative tests take place in order to put each new vehicle through its paces before it hits the road.

Far from content with merely seeing where lipstick lands on an airbag, the Swedes also demonstrate some of their more unusual methods of car destruction - off-roading and high-altitude drops included. Yet there is a far greater threat to safety at play.

The film's environmental twist works in part because it's so unexpected - a sheet of ice collapsing behind Bjorn in a moment of candid surprise which suddenly draws attention to the creeping dread of climate change. It makes news of the brand's new all-electric direction all the more relevant, though audiences can only hope it isn't too little, too late.

Creative Agency: Grey London Ⓟ Ⓦ
Group CCO: John Patroulis
CCO: Laura Jordan Bambach (UK) / Javier Campopiano (EU)
Creative Director: Sam Haynes / John Gibson
Film Production: Smuggler Ⓟ Ⓦ
Director: Ivan Zachariás Ⓟ Ⓦ (Stink Ⓟ Ⓦ)
Producer: Nick Landon
Cinematographer: Jan Velicky
Production Designer: Robin Brown

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