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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Volvo’s Ads Are Getting Artful and Cryptic, and Maybe That’s a Good Thing

Grey execs explain the new 'non-linear' storytelling

01/09/2016
in News
3 min read
Volvo's Ads Are Getting Artful and Cryptic, and Maybe That's a Good Thing

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Adweek

A dark diner in Anywhere, USA. A writer chasing his invisible muse. A tree set aflame in the midst of a desert. One lone buffalo, roaming.

The latest impressionistic Volvo spot by Grey New York continues an unusual approach to advertising that started in June with “Wedding,“ an ad that managed to both intrigue and frustrate viewers who shared their divergent opinions on social media under the #volvowedding hashtag.

The new spot, “Song of the Open Road,” almost three minutes long, is, if anything, even more cryptic than its predecessor. The ad stars a writer who finds himself at the same creative crossroads as so many of his predecessors—like, say, Walt Whitman.

The extended version of the commercial is set to a somber reading of Whitman’s poem “Song of the Open Road,” a distinctly American epic, by actor Josh Brolin. Just don’t expect to understand everything that’s going on, especially not on the first viewing.

https://youtu.be/UBt_niVG4sM

“We call this nonlinear storytelling,” says Grey executive creative director Matt O’Rourke, who led creative on both spots. “We script it like crazy, figure out all the backstory, shoot it and then put it out into the world, where we don’t intend for you to see it in a linear fashion.”

O’Rourke told Adweek he was “amazed” at the time viewers have spent speculating on the meaning of the “Wedding” ad. “By not just putting a bow on it and telling the complete story, we have given people the chance to have strong feelings about the work,” he says.

We did, however, learn a few things about the mysterious protagonist in “Song of the Open Road” while discussing it with O’Rourke and Grey account director Janique Helson.

“The story is that he wrote an award-winning screenplay three to four years ago but struggled to write his second,” says O’Rourke. “Was that all he had in him, or is he a truly talented guy?” He adds, “When you tell an actor that, and he has this information to chew on, it makes him give a deeper performance.”

The work is unusual and somewhat risky for Volvo in an industry largely characterized by vanilla advertising focused on financial incentives and sheet-metal glamour shots.

Helson says the key word is “intruiguing.” She adds, “We want to draw you in, and we’re selling luxury cars that most people don’t think of as luxury cars. The construct about creating these last two ads was: Pick people who are not car people.”

To that point, Grey worked with a director, Niclas Larsson, who had never made an American car ad, and a composer, Dan Romer, who had never worked on any advertising at all. The combination makes for a “short film” fraught with symbolism even though its mini-narrative lacks a clear beginning or ending.

O’Rourke points to many instances of symbolism occurring throughout the spot, noting the correspondence between the bottle of honey in the diner scene, the girls wearing bee and fox costumes, and the appearance of a fox in one particularly memorable shot. He also describes the burning tree as “a strong metaphor,” notes that the footage of the buffalo came from an older, unrelated campaign and confirms that Brolin performed the voiceover in a single take in the middle of a dark and windy night.

“Some people say, ‘I don’t get it. I hate it,’ while others say, ‘I don’t get it. I love it,'” O’Rourke says. “That’s the goal: creating a conversation. If it makes people have opinions, I think we’re doing a good job.”

Check out the three-minute “Wedding” spot below.

https://youtu.be/1Q0ePBvH18c

CREDITS
Advertiser: Volvo
Spot: Song of The Open Road
Agency:  Grey New York
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Director: Matt O’Rourke
Art Director: Denise O’Bleness
Copywriter: Walt Whitman

Production Company:  Townhouse
Producer: Lauren Tuttman/Erik Iverson
Music Producer: Ben Dorenfeld
Director: Niclas Larsson
Director of Photography: Jeff Cronenweth
Editor: Alvaro Del Val, UpperCut
Music/Sound Design: Dan Romer, Composer / Alvaro Del Val, UpperCut

Tags: adsGreystorytellingVolvo
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