The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Direction / Single
Annual ID
OS_MI21_045M
About the Work
In advertising, families are often depicted as perfect, polished and unrealistic. This creates unattainable standards impossible for parents to live up to. When we were to position the Volvo XC60 as the ultimate family car, we wanted to show people that even the most responsible parent can get tired and lose focus for a second. And when that happens, Volvo is there for your protection.
In the campaign film, we get to follow two new parents through the first chaotic toddler years with twins. They deal with early mornings, towers of diapers, and baby proofing the home to protect the children from potential dangers. Their lives become an unrelenting stream of work, sleepless nights, diaper changes, and chasing toddlers. As the momentum builds, the mother is saved by a safety feature in the XC60 while dozing off behind the wheel after a brief moment of serenity. The film ends with the message: “The car that looks after you, like you look after others”.
The Parents is a global multichannel campaign that ran in tv, print, outdoor, social media, digital and PR. In still imagery, we broke category language by combining high craft car imagery with chaotic family life. In digital channels, we used the internet phenomenon "parent saves" and found a new way to combine it with our campaign material. The result was a collection of humorous clips that not only showed a relevant function from Volvo but also situations that people could actually relate to. All assets led to the same powerful message: sometimes, we all need someone looking after us.
In the campaign film, we get to follow two new parents through the first chaotic toddler years with twins. They deal with early mornings, towers of diapers, and baby proofing the home to protect the children from potential dangers. Their lives become an unrelenting stream of work, sleepless nights, diaper changes, and chasing toddlers. As the momentum builds, the mother is saved by a safety feature in the XC60 while dozing off behind the wheel after a brief moment of serenity. The film ends with the message: “The car that looks after you, like you look after others”.
The Parents is a global multichannel campaign that ran in tv, print, outdoor, social media, digital and PR. In still imagery, we broke category language by combining high craft car imagery with chaotic family life. In digital channels, we used the internet phenomenon "parent saves" and found a new way to combine it with our campaign material. The result was a collection of humorous clips that not only showed a relevant function from Volvo but also situations that people could actually relate to. All assets led to the same powerful message: sometimes, we all need someone looking after us.
2021 Awards
Total Points: 3
Merit
Credits
Agency
Forsman & Bodenfors / Göteborg
Media Agency
Mindshare / GOTHENBURG
Production Company
New Land / Stockholm
Art Director
Karl Risenfors
Leo Dal
Sophia Lindholm
Designer
Martin Joelsson
Director
Niclas Larsson
Director of Photography
Linus Sandgren
Editor
Carla Luffe
Producer
Joel Rostmark
Adam Holmström
Product Manager
Ewa Edlund
Katarina Klofsten
Agency Producer
Lena Sellman
Account Director
Magnus Wretblad
Jerk Zander
Composition
Hard times in the mill Performed by: Pete Seeger
Planner
Daniel Sjöstrand
PR Strategist
Bjarne Darwall
Related Awards
