Volvo is the latest brand to address the highly topical issue of plastic pollution in the ocean, in a beautiful, thought-provoking film created in collaboration with U.K. broadcaster Sky Atlantic.
The five-minute documentary-style spot, created by Grey London and directed by D.A.R.Y.L at Pulse, focuses on Tom Franklin, a London school teacher who also runs City Kids Surfing, a program teaching children to swim and surf. Franklin discovered that several kids in his classroom had never seen the ocean. As a result, his messages about the problems of plastic in the sea meant less to the students than they should have done.
In the film, we see Franklin take several of the children (in a Volvo XC90) to the stretch of coast in Cornwall where he grew up, and we see their joy as they experience the ocean for the first time. Then, the kids make their own presentation in the classroom, with the whole class now fully engaged. The film ends with the statistic that one in five kids in the U.K. have never seen the ocean, and a quote from Aldous Huxley: "We can only love what we know."
The campaign highlights Volvo Cars’ sustainability program. The brand has announced that by 2025 it aims for at least 25% of the plastics used in every new car to be made from recycled material, has committed to removing single-use plastics from its offices and events by the end of 2019 and last month became the first auto brand to endorse the G7 Ocean Plastics Charter.
The film will air on Sky Atlantic this month as part of Volvo Car U.K.’s sponsorship deal with the channel and will be available on Video On Demand for a year.