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27 May 2021

The spark of youth.

by Andrew MacGregor


Volvo: “The Future is Electric” - 80s

Grey London and Laerke Herthoni's affable two-hander for Volvo reminds viewers that times are changing both at home and on the road. Scored by Ethel Merman and Ray Middleton's version of 'Anything You Can Do (I Can Do Better)', the ad follows inquisitive youngster Alicia through her grandfather's distinctly analogue house.

She gives the bloke a decent workout as she runs around investigating a cathode-ray tube television, a VCR, and a workbench. When she finally takes a break to play with her toy cars, grandpa is surprised by the noises she makes - or lack thereof.

It's a playful segue into the marque’s new XC40 Recharge SUV, and suggests the Swedes are determined to make electric stick. One can't help but worry for granddad though; will the family swap him for a trendier model at the first opportunity?


Creative Agency: Grey London Ⓟ Ⓦ
ECD: Andreas Malm (Volvo)
Creative Director: Oskar Johansson (Volvo)
Agency Producer: Lindsay Moyes
Film Production: New Land
Director: Laerke Herthoni ♀
Producer: Petra Johansson
Production M'ger: Charlotte Hurtig
Production Co-ord: Louise Scheja
Executive Producer: Sophie Tamm Christensen
1st AD: Simon Ekbäck
Cinematographer: Mattias Rudh
Editor: Fredrik Åkerström
Actor: Rolf Lassgård / Chloe Concha

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