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Forum:Free Space
Topic:Volvo 'Embrace the Future' film (Cady Coleman)
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Grey executive creative director Matt O'Rourke told Adweek that the Coleman connection came about when a music producer working on the campaign in its conceptual astronaut-and-husband phase said, "I have a cousin who's also an astronaut. Do you want to talk to her?"

Coleman and copywriter Marisa Milisic ultimately collaborated to write the astronaut's speech at the center of the film.

"I've hired consultants on other projects, but they've never been so involved or influential over the story we're telling," O'Rourke said. "It's hard not to be inspired when you're on the phone with an astronaut."

The protagonist's experience in the ad is not unlike Coleman's own 20-plus-year stint as an astronaut. "I wanted to say it's normal to have a family and be an astronaut," she told Adweek. "You can be you and do the job that you dream of."

Larry McGlynnMy wife drives an XC-60. This is her second Volvo XC-60. I guess she embraces the future. I still like the past...

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