Volvo says power to the pioneers

Created by Qvennerstedt Eghammer Malm and directed by Natanael Ericsson through new–land, this gorgeously shot and cleverly scripted spot for auto brand Volvo pays homage to the intrepid trailblazers of its electric cars.   

The film, titled A New Beginning, playfully splices together cinematic vignettes in which EV drivers wait patiently for their vehicles to charge - often at the most inconvenient times. 

Set to Edith Piaf’s Non, Je Ne Regrette Rien and paired with a warm, knowing voiceover, the brand gently acknowledges the early shortcomings of electric driving, while thanking those who believed in its potential long before it was easy.