EV Maker Polestar Amps Up Presence with First Super Bowl Ad
The spot, created in partnership with global creative agency Forsman & Bodenfors, communicates Polestar’s mission of “No Compromises”.
Polestar, the premium electric car company debuted its first-ever Super Bowl ad during the game on February 13, 2022. The 30-second spot, created in partnership with global creative collective Forsman & Bodenfors, aired in the first quarter of the game.
The Super Bowl offers a unique opportunity for Polestar to raise awareness and establish itself as a major player in the highly competitive EV market. The ad centers around Polestar’s mission of “No Compromises” and features the all-electric Polestar 2 fastback. Born out of a deeply collaborative process between Polestar and Forsman & Bodenfors, “No Compromises” delivers on Polestar’s objective of making a bold statement in the market during Sunday’s game.
“When it comes to advertising, there is no bigger stage than the Super Bowl. Whether you’re a brand, a marketer, or just watching the game, it’s thrilling,” said Sarah Beaumier, Head of Polestar Canada Marketing. “Our company is in an exciting time of growth and global expansion. The team did a great job at pulling our minimalistic design language, ‘no compromises’ attitude and obsession with sustainable change, into 30 seconds of powerful storytelling that we think will resonate with Canadian consumers in both official languages.”
A global team at Forsman & Bodenfors and the Polestar creative team came together across continents to execute the vision of “No Compromises,” a campaign that celebrates Polestar’s willingness to defy convention to accelerate the transition to sustainable mobility. The campaign is rooted in the insight and Polestar’s belief that what you choose not to do is equally as important as what you choose to do. By saying “no” to conventions that hold them back, Polestar is able to design a future that moves us forward. The strategy is also rooted in the agency’s ongoing commitment to creating “ideas that change things.”
To bring Polestar’s unique story to life, Forsman & Bodenfors and Polestar crafted the narrative in chapters – pushing back against traditional advertising conventions, industry distractions, environmental dishonesty and compromised design standards. Staying true to Polestar’s minimalist brand identity, the graphic ad is visually simple, letting punchy words in white on black tell the message.
”Polestar is looking to transcend the automobile industry. They are a design brand that makes electric cars, not the other way around. Starting with a clean slate, they want to challenge every aspect of cars. That’s why, together, we chose to tell the world who they are by showing what they’re not,” said Julia Holtback Yeter, creative at Forsman & Bodenfors. “Creatively, the spot brings Polestar’s challenger attitude to life by steering clear from all the typical Super Bowl clichés. No epic voice overs and no punchlines.”
“Polestar is a brand with a sharp point of view, which opens up many creative opportunities,” said Tom Suharto, Head of Strategy at Forsman & Bodenfors New York. “They obsess over every detail of how their cars are made and care deeply about their global impact. We’re honored to help a brand that has something important to say on the biggest stage in the world.”
A 360-campaign following the Super Bowl is designed to drive traffic to Polestar.com, where more of the brand’s story is revealed such as their approach to sustainable design, their commitment to full transparency and their ambition to build a climate-neutral car.
The ad marks the progress the brand continues to deliver on its growth targets for the coming years. Last month, the company announced that it delivered on its global sales target of 29,000 vehicles in 2021, representing year-on-year growth exceeding 185%.
About Forsman & Bodenfors
Forsman & Bodenfors is a global creative collective working to unlock the power of creativity through collaboration in order to build the most human and iconic brands and businesses in the world. Forsman & Bodenfors’ client roster includes Volvo, P&G, Google, Goldman Sachs, Diageo, LG, General Mills, YouTube, iRobot, and H&M, among others. In 2018, FastCompany named the agency one of the most innovative companies in the world while Ad Age named it one of its agencies to watch in 2019. Forsman & Bodenfors has over 600 team members across seven offices in Gothenburg, New York, Stockholm, Toronto, Montréal, Shanghai, and Singapore. To learn more about Forsman & Bodenfors, please visit forsman.co.
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