Just Say No to Other EVs
EV Maker Polestar Amps Up Presence with First Super Bowl Ad
February 14, 2022
One thing that is not missing from the EV market is hype. Not since the days of PT Barnum, have we seen a market dominated by stunts, some on a cosmic scale, and sleight of hand. In a new ad that debuted in the hotly contest Superbowl market, premier electric car company Polestar in partnership with global creative collective Forsman & Bodenfors wanted to cut through the big talk and vapourware and show that what you choose not to do is equally as important as what you choose to do.
The campaign, titled “No Compromises,” embodies the EV maker's design-centric ethos, one that is capable of saying no to conventions or trends. The tail does not wag this electric powered wagon.
“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.”
Cleverly integrating the name of the vehicle featured in the ad, the Polestar 2 fastback, as well as everything the vehicle is not, the campaign makes a minimalist and impactful statement in a segment dominated by garish plaids, and in a timeslot usually associated with over-the-top ads.
"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.”
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, Fast Company 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.