Volvo National TV Spot Developed By Young Filmmaker
ROCKLEIGH, N.J. (June 9, 2014) – A major creative element of Volvo Cars of North America’s (VCNA) summer sales event this year will feature a national television spot by Jesse Harris, up-and-coming commercial director and founder of the National Film Festival for Talented Youth (NFFTY). Volvo, a founding sponsor of NFTTY since it was established in 2007, and Harris have worked together over the last seven years to develop a commercial to excite the festival audience each year. This year, Harris’ work will be converted to a national television spot by VCNA which begins airing nationwide today.
The spot, “Looking Forward” was the brainchild of Harris sparked by Volvo’s newest car, the V60 sportswagon. Upon seeing the car for the first time, Harris had flashbacks to his youth and the cherished memories of seeing the world from the backseat of a wagon. From that, the commercial was born.
“Growing up in Seattle, there are multi generations of both Volvo cars and Volvo owners all over the city,” said Harris. “So, I knew a story that followed a person from childhood in an old wagon to the present day with the all-new V60 sportswagon made sense and is such a genuine scenario.”
Harris, now a working commercial director at World Famous, filmed the spot in the Seattle-area. Many of the actors in the film are actually friends of Harris – and Volvo drivers themselves. “Looking Forward” was originally created for the NFFTY audience. This year’s festival was held at the end of April in Seattle and is the premier showcase of the best young directors from around the world.
“When we first viewed ‘Looking Forward’ we were immediately struck by it,” said Bodil Eriksson, executive vice president, marketing, brand and communications. “It expresses our brand values spot on - our cars are engineered so that people can truly enjoy life while being perfectly safe.”
The star of “Looking Forward”, the V60 sportswagon combines the driving dynamics of a luxury sports sedan with the space and utility to support an active lifestyle. Thanks to Volvo’s new Drive-E engine family, the V60 features best-in-class fuel economy, with the T5 Drive-E FWD achieving 37 highway / 25 city / 29 combined mpg. The V60 is also offered with two of Volvo’s existing engines, the V60 T5 AWD and the V60 T6 R-Design AWD.
The “Looking Forward” television commercial is one creative component of the “Wonder of Summer” campaign. Now through September 2, 2014 new Volvo buyers will receive Volvo’s Safe + Secure coverage plan -- up to five years of full coverage, including wear and tear, and one month’s payment on us.
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Volvo Cars of North America, LLC, (www.volvocars.com/us) is a subsidiary of Volvo Car Group of Gothenburg, Sweden. VCNA provides marketing, sales, parts, service, technology and training support to Volvo automobile retailers in the United States. For more information please refer to the VCNA media website at: http://www.media.volvocars.com/us and follow Volvo’s blog at: www.volvoblog.us.