Volvo Debuts Longest TV Ad in Swedish History

Four-Minute Atmospheric Ad Captures Beautiful Melancholy of Winter

Published On
Jan 19, 2015

Editor's Pick

Sweden's harsh winter looks hauntingly beautiful in this commercial for Volvo that immerses you so deeply in the landscape, you almost feel like you're there. Filmed by Gustav Johansson via his production company New Land for Forsman & Bodenfors, it seeks to evoke the feeling of "vemod." A word without a direct English translation, "vemod" represents the tender sadness or melancholy mixed with a feeling of longing Swedes experience during the long, winter months, a period that, strangely enough, has a positive impact on the country's creativity -- from its music to its cars.

Set to title track "Vintersaga," performed by Swedish singer/songwriter Amanda Bergman, the film comprises vignettes of Swedish people and scenery, connected by a sturdy Volvo slipping through the landscape.

The full four-minute film aired on Swedish TV this weekend, the longest ad in the country's broadcast history (60- and 30-second versions will also run). It's all part of the brand's ongoing "Made in Sweden" campaign, celebrating its native land.


Jan 19, 2015
Agency :
Forsman & Bodenfors
Brand :
Client :
Art Director :
Andreas Malm
Art Director :
Staffan Lamm
Copywriter :
Fredrik Jansson
Designer :
Mikko Timonen
Agency Producer :
Jens Odelbring
PR Strategist :
Mathias Ericsson
Web Producer :
Malin Careborg
Director :
Gustav Johansson
Director, Photography :
Niklas Johansson
Editor :
Sam Ostrove
Production Company :
New Land
Executive Producer :
Erik Torell
Producer :
Sophie Tamm Christensen
Production Manager :
Sophie Hedberg
Grade :
Mike Cosola
Sound Design :
Martin Dahl
Post Production :
Johan Boije
Musical Artist :
Amanda Bergman
Title of Song :
Writer :
Ted Strom
Producer :
Oskar Linnros
Music Supervisor :
Andre Brink
Music Supervisor :
Jonas Holst
Published by :
BMG Chrysalis Scandinavia A
Label :
Sweden Music/Universal Music
Mastered by :
Bjorn Engelmann
Photographer :
Felix Odell
Production Company :
Post Production :
Johan Cabezos
Social Media Agency :
The Viral Company

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