Volvo celebrates football’s unsung heroes
A touching campaign from the vehicle brand, directed by Gustav Johansson, shines a spotlight the unappreciated champions of children’s football.
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Credits
View on- Agency Qvennerstedt Eghammer Malm
- Production Company New Land
- Director Gustav Johansson
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Credits
View on- Agency Qvennerstedt Eghammer Malm
- Production Company New Land
- Director Gustav Johansson
- Editing Cabin Edit/London
- Post Production Tint Post
- Color TMLS
- Creative Director Andreas Malm
- Creative Director Johan Eghammer
- Creative Director Anna Qvennerstedt
- Producer Elisabeth Nilsson
- Executive Producer Sophie Tamm Christensen
- DP Niclas Johansson
- Editor Emma Backman
- Colorist Julien Alary
- Sound Designer Calle Buddee Roos
- Talent Zlatan Ibrahimovic
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Credits
powered by- Agency Qvennerstedt Eghammer Malm
- Production Company New Land
- Director Gustav Johansson
- Editing Cabin Edit/London
- Post Production Tint Post
- Color TMLS
- Creative Director Andreas Malm
- Creative Director Johan Eghammer
- Creative Director Anna Qvennerstedt
- Producer Elisabeth Nilsson
- Executive Producer Sophie Tamm Christensen
- DP Niclas Johansson
- Editor Emma Backman
- Colorist Julien Alary
- Sound Designer Calle Buddee Roos
- Talent Zlatan Ibrahimovic
In this charming spot created by Qvennerstedt Eghammer Malm for Volvo cars, New Land director Gustav Johansson celebrates the quiet effort and dedication of parents supporting their offspring's football dreams.
Starring former Swedish player Zlatan Ibrahimović as just another football parent, the film shines a spotlight on the people who rarely get any: the mums and dads who wake up early, pack the kit bag, cheer from the sideline, organise lifts and drive the car, soundtracked by a cover of We Are the Champions by Nina Persson.
Johansson added: “I wanted to portray parents in a highly relatable situation but captured it in a way we're more accustomed to seeing athletes in sport commercials depicted rather than soccer parents. We borrowed some of the clichés of sports advertising and adapted them to the world of youth soccer parents.”
