Volvo's tactical ad spotlights Sweden ahead of World Cup showdown with Mexico

Headlights double as stadium lights in print and social ad

Published On
Jun 27, 2018
Stadium Lights

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Sweden plays Mexico in the World Cup today in a crucial game that means they'll either win or go home.

This inspired Volvo, via agency Forsman & Bodenfors, to come up with a deceptively simple tactical ad in which the distinctive "Thor's hammer" headlights of a Volvo double as the spotlights falling on a stadium in an optical trick that makes you look twice. The ad is running as a double page spread in magazines and on Volvo's Swedish Facebook page.

"We realized that the headlights of the car looked pretty similar to arena lights and decided to play on that. The mood of the ad is very much in line with the mood of the Swedish football fans leading up to this very important game," says Karl Risenfors, art director at the agency.

Swedes will be hoping their team can be just as creative when it comes to the game.


Jun 27, 2018
Brand :
Agency :
Forsman & Bodenfors
Art Director :
Karl Risenfors
Art Director :
Elin Johansson
Copywriter :
Gustav Johansson
Copywriter :
Jacqueline Hellstedt
Designer :
Martin Joelsson
Retouch :
Thomas Feiner
Account Manager :
Jenni Fleki
Account Manager :
Ewa Edlund
Account Director :
Jerk Zander

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