VOLVO: SAUNA {ART DIRECTORS CLUB, 1973: 52ND ANNUAL EXHIBITION}

Summary

In this commercial for Volvo, a vigorous, elderly Swedish man relaxes in a sauna before plunging into the icy waters of a frozen lake. The announcer points out that the life expectancy in Sweden is the longest on Earth. "The Swedes have a passion for fitness," he says, "thinking, perhaps, the more they can endure, the longer they will last." He goes on to say that the Swedish people expect of their cars exactly what they expect of themselves. So, it's probably not surprising that with a life expectancy of fourteen years, the best-selling car in Sweden is Volvo. Slogan: "Volvo. We build them the way we build them because we have to."

Details

  • NETWORK:
  • DATE: 1972
  • RUNNING TIME: 0:01:00
  • COLOR/B&W: Color
  • CATALOG ID: AT:22426.019
  • GENRE:
  • SUBJECT HEADING:
  • SERIES RUN:
  • COMMERCIALS:

CREDITS

    • James Garrett & Partners … Production Statement
    • Ed McCabe … Producer, Copywriter
    • John Danza … Producer, Art Director
    • Bo Widerberg … Director