The portrayal of families in advertising is often unrealistic and unattainable. To position the XC60 as the ultimate family car, Forsman & Bodenfors wanted to show people that even the most responsible parent can get tired and lose focus for a second. And when that happens, XC60 is there for your protection. The result was The Parents, a global multi-channel campaign that combined high craft with the charming chaos of family life, highlighting how the car looks after you like you look after your children. All assets lead to the same powerful message: sometimes we all need someone looking after us.
What did the judges have to say?
"It's immaculately orchestrated. The casting is great. I can truly identify as a parent (which was Volvo's target audience in this case). It's just a great piece of work."Adi Halfin, Director, Lief (UK), Chelsea (US)
"I thought the script and cinematography complimented each other so well. I love how alive the camera is, and carries the story forward, and I love the emotions in the story."Motheo Moeng, Cinematographer, Exposure crew
"This film had a great story that used the branding organically. Editing was great and so was the use of music."Priyank Prem Kumar, Editor, Priyank Prem Kumar