Volvo Evolves

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The sporty new S40, Volvo, once the picture of Swedish sedateness, has gone to the dawgs; in addition to a spot that's an animated videogame homage, Volvo is doing hip-hop, and doing it very well indeed. So we have Dilated Peoples and Kanye West, directed by music vid mensch Dave Meyers, in a mock MTV clip in which action chicks are falling out of the sky, along with a humongous diamond (as if God were a a pimp?) that bounces off the hood of the car, which, of course, is still presented as indestructible. Some things never change. But it's all beautifully shot, edited and FX'd, suffused with a moody night look, and the car is so damn red it might as well be a Ferrari.

Client: Volvo Agency: Euro RSCG MVBMS ECD: Kevin Roddy AD/CW: Ernest Lupinacci Agency Producers: Mark Sitley, Cathy Pitegoff Director: Dave Meyers/@radical.media Editor: Chris Davis/Cosmo Street Visual Effects: Radium Sound Design: Ted Caplan Song: "This Way," Dilated Peoples, Kanye West

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