‘Where one story ends, another begins’ is the introductory line to Volvo’s goodbye to the greatest Swedish footballer of all time – Zlatan Ibrahamovic.
The Swedish auto outfit’s latest spot leveraging interest in the player and in Euro 2016 and promoting its new V90 model pays tribute to the national icon as he bows out of international football following the Swedish team’s exit from the tournament.
Hot on the heel of its pre-tournament ‘Prologue’ commercial (see previous case study), Volvo now pays tribute to Zlatan in a follow-up ad.
The new four minute spot from agency Forsman & Bondenfors shows the soccer star making an emotional road trip across Europe following Sweden’s defeat by Belgium which saw them knocked out of the tournament.
Zlatan and his family set out driving in a new Volvo V90 from Paris – where Euro 2016 is being hosted and where he has been playing his domestic club football for the last few years – and heading back to the tough Malmo neighbourhood of Rosengard where is career began.
The spot closes with Zlatan hanging up his Sweden jersey on the side of the playground where he first played football as a child.
The spot, which comes with an original soundtrack by composer Hans Zimmer, is also being amplified across the car company’s usual digital platforms and social channels.
This is our farewell tribute to one of the greatest footballers of all times @Ibra_Official https://t.co/ythgExHNA6 https://t.co/YVXsEFJduv
— Volvo (@volvocarsglobal) June 27, 2016
Comment
With more than 2m YouTube views and 1,700 Twitter likes and 644 retweets in its first week, this campaign continues to build upon the solid consumer engagement of Volvo’s earlier Zlatan led work.
Indeed, the previous spot in this series – ‘Prologue’ – racked up 6.5m YouTube views since it launched on the last day in May.
Of course, Ibrahamovic may well be leaving PSG and retiring from the international game, but he also signed for Manchester United this week and launched his personal A-Z sportswear brand earlier this month (which was also supported by a Forsman & Bodenfors campaign).
Links
Volvo YouTube:
https://www.youtube.com/user/VolvoCarsNews
Volvo Twitter:
https://twitter.com/volvocarsglobal
Volvo Facebook:
https://www.facebook.com/Volvo/
Volvo Google+:
https://plus.google.com/u/1/+VolvoCars/posts
Volvo Instagram:
https://www.instagram.com/volvocars/
Volvo Web:
Zlatan Ibrahimovic Web:
Forsman & Bodenfors
