Willys saddles up for the weekend in western themed spot
Directed by Emil Möller of Giants & Toys, the film reimagines the modern grocery run as a dusty frontier showdown.
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Swedish grocery chain Willys heads West in its latest campaign, using tongue-in-cheek storytelling to spotlight a simple promise: lower prices mean more room for weekend fun.
Developed in collaboration with NORD DDB where creatives Stefan Gustafsson and Patrik Pagréus have been critical to shaping the brand’s distinct and evolving voixace, and directed by Emil Möller of Giants & Toys, the film reimagines the modern grocery run as a dusty frontier showdown. The spot unfolds against a classic Western backdrop, complete with saloon landscapes, worn leather, and deadpan (and deadeye) characters.
The campaign builds on a long-standing collaboration between Willys, NORD DDB & Giants, one defined by constant development and a willingness to push for new ideas within the grocery category. Here, that spirit takes shape through a fully realised genre world that both entertains and sharpens the brand’s core message.
Credits
View on- Agency NORD DDB/Stockholm
- Production Company Giants & Toys
- Director Emil Moller
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Credits
View on- Agency NORD DDB/Stockholm
- Production Company Giants & Toys
- Director Emil Moller
- Creative Stefan Gustafsson
- Creative Patrik Pagreus
- DP Axel Pettersson
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency NORD DDB/Stockholm
- Production Company Giants & Toys
- Director Emil Moller
- Creative Stefan Gustafsson
- Creative Patrik Pagreus
- DP Axel Pettersson
“I wanted these transitions from movie to living room to feel as real and tactile as possible, so we approached everything in-camera and as analog as we could. Together with DOP Axel Petersson, we ran numerous tests with different camera rigs and lenses to find a visual language that could best capture each genre,” says Möller.
At the heart of the film is a clear idea: when you spend less on groceries, you gain more freedom to enjoy what matters, whether that’s leisure, entertainment, or simply a more relaxed weekend. The Western setting amplifies this message, framing Willys’ low-price positioning as a kind of everyday victory that meets you where you need it.
The production leans fully into the genre, from old-school framing and pacing to detailed costume and set design, while maintaining a distinctly Scandinavian sense of humor. Subtle comedic beats and restrained performances give the film its charm, allowing the absurdity of the situation to unfold naturally.
With its blend of genre play, humor, and craft, the film demonstrates how a straightforward proposition can be elevated and positions Willys as a brand that understands the value of both money and time.
