This apparently CG-created videogame-themed spot to promote the Volvo S40 was actually crafted by the real-life gamers at Dice Entertainment, effectively resulting in one of the most novel executional ideas of the year, as well as an innovative cross-promotional strategy to get Volvo the attention of the younger set. The spot's debut coincided with the launch of the RalliSport2 Challenge videogame and featured the Volvo S40 (a cleaned up version of the one that actually appears in the game). To create the commercial's footage, the Dice crew basically recorded themselves playing the game, plugging additional info into the programming in order to give the star car a more commercials-friendly appearance. "Most of the spot is game footage," notes broadcast producer Daniel Fried. "The only difference from the game is that we remodeled the car from the ground up. Because we were dealing with a video game environment, they were able to just inject a new car into the video game engine so that it just literally replaced the car without having to change all the scenery or do any rotoscoping."
Client: Volvo Agency: Euro RSCG MVBMS Partners/N.Y. ECD: Kevin Roddy CW: Ernest Lupinacci Agency EP: Mark Sitley Agency Producer: Dan Fried Directors: Joakim Wejdemar, Luke Anderson/Valkyrie Entertainment Editor: Steve Hamilton/Mad Mad Judy, New York Sound Design: Mad Mad Judy Sound Designer: Steve Hamilton Graphic Animation Company: Berwyn Editorial Graphic Design: Mark Chew Graphic Animation: Riccardo Sinti