In the previous post, we shared Volvo’s new ad, “Little Red,” and some of the behind-the-scenes fun. We introduced you to the stars: a Passion Red S60 T6 R-Design, Kane and “Little Red” herself. We also have some exclusive photos of the S60 R-Design at the commercial shoot: http://on.fb.me/ImPL09. Now, it’s your turn to get involved! For all you under five-year-old Volvo drivers (maybe that’s a stretch, but we’re all young at heart in our Volvos), here is a fun Instagram challenge cooked up by our social media group. Just to get the ball rolling, check out my entry below.
Here are the details -
Volvo fans can get involved with the #LittleRed campaign! In our #LittleRed TV spot, the Volvo S60 T6 R-Design is the star. We want you to play director! Mimic a photo of your own Volvo with the look and feel of our commercial, hash tag it #LittleRed and post it to Instagram: http://instagr.am/p/Jkx1FUOfL6/. The best photos will make it onto our Facebook page. Have fun and be sure to check out www.youtube.com/VolvoCarsUS for more.
And check out the latest behind-the-scenes interviews with the designers of the S60 R-Design.
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For me, kids are the best part of commercials. Their worlds are imagined and tangible places they visit whenever and wherever they want. I think as we get older, some of us lose that part of ourselves while others (artists and great thinkers) just keep on fighting dragons.
Not that I would buy a VW – well maybe an old Westie – but their Darth Vader spot was so well done, I think it will become a classic.
In general, our still photography has been shot without people but “with signs of people.” For example, in a C70 photo, we placed a pair of sunglasses on one seat and in an XC70, we used a bag of popcorn. Sometimes we bend that rule, with good reason, to include people who help us tell a story. During a video shoot, of course we need someone to drive, but when we add a wee person, it just makes our story complete.
You all know Volvo cake is about people and about enjoying life with a good dose of Scandinavian frosting. This first video, XC90 with “Chatty” (the little girl), just struck a chord with so many people. I heard during down time between video takes, she just kept talking. No one really knew what she was saying, just that her world was to be shared with anyone who would listen.
Kennedi, our Little Red, is 5 years old and was perfect for this spot. Big Bad Wolf was big but far from bad. According to Jay Hamill, Director of Market Operations at VCNA in Rockleigh, “Kane (the wolf) was a mush. HUGE paws and one big animal.” At one point he put his front paws on the shoulder of our production director, who is 6’3 “and gave him a big wet lick.” Jay added, “At all times we had a Humane Society staff member there to make certain Kane was being handled properly”.
While it seems the road was rather long, it was only about 150 feet, and in a campground way up north. They shot from 3:30 to 7 AM for two nights, and to me, it looks rather cold there. Hope the coffee and donuts were flowing/rolling.
Jay and I were talking about what makes a good TV spot. Jay said, “It’s about creating a piece that can only be done by Volvo. It’s not about over the top perceptions but about staying true to the brand.” I asked him to sum up Little Red and he said, “to be credible and unexpected.” Guess that’s why he’s in marketing and I’m in PR.
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