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  Volvo 'Embrace the Future' film (Cady Coleman)

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Author Topic:   Volvo 'Embrace the Future' film (Cady Coleman)
Robert Pearlman
Editor

Posts: 38320
From: Houston, TX
Registered: Nov 1999

posted 11-20-2017 01:51 PM     Click Here to See the Profile for Robert Pearlman   Click Here to Email Robert Pearlman     Edit/Delete Message   Reply w/Quote
To tell the tale of a female astronaut, her husband and their brand new XC-60, Volvo's ad firm Grey New York turned to former astronaut Catherine "Cady" Coleman, AdWeek reports.
The full film, below, reveals the story of an astronaut's trip to space and back, and her communications with her husband and herself throughout the journey.

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 McGlynn
Member

Posts: 1067
From: Boston, MA
Registered: Jul 2003

posted 11-20-2017 02:43 PM     Click Here to See the Profile for Larry McGlynn   Click Here to Email Larry McGlynn     Edit/Delete Message   Reply w/Quote
My 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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