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30 September 2020

Back on Track

by Syd Briscoe

Volvo: “The Parents” - 2 mins 26s

This kinetic Volvo commercial makes the most of early parenthood's frantic pace to promote the marque's lane assistance feature. The concept is beautifully realised by director Niclas Larsson, as a couple discover they're having twins and are thrown head-first into childcare. The one constant of their hectic family life? A perpetual shortage of nappies.

The film ably captures the feeling of life 'in the trenches', so to speak, that many parents will recognise. It's clear the mother's late-night run to the store for essentials may well have featured in a far more sombre PSA, if not for the advertised tech jerking her awake at a vital moment.

While drowsy driving has received a hefty awareness push over the past few years, campaigns like this make it clear that not every tired trip is avoidable. They also emphasise that the onus is on the driver to employ whatever aids they can to help prevent fatigue-related accidents - neatly making Volvo's case in the process. Canny, relatable work.

Film Production: New Land
Director: Niclas Larsson Ⓟ Ⓦ
Producer: Joel Rostmark / Adam Holmström
Production M'ger: Charlotte Hurtig
Executive Producer: Sophie Tamm Christensen
Cinematographer: Linus Sandgren
Production Designer: Simone Grau Roney
Stylist: Denise Östholm
Editor: Carla Luffe

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