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My Favourite Niclas Larsson Commercials

This is another addition to the globally popular ACES series of featuring commercial film directors that I admire for bringing creative concepts and storylines to filmic life that enthrall viewers.

Acknowledgements by the Advertising Communication industry, with accolades and international awards for their exemplary filmmaking craftsmanship, are hard-won and well deserved.

Niclas Larsson

Swedish born Niclas Larsson appeared before a camera as a prominent child actor at the age of six, and many years later, found himself behind the camera as a prominent filmmaker and director.

In 2013 he was awarded the Gothenburg International Film Festival’s grand jury and audience awards, for his first short film titled,‘Vatten’.

Niclas went on to write, direct and produce several more award-winning short films, and in 2015, was recruited by the Iconoclast Film Production Company Network.

What I find particularly praiseworthy about the featured four short films Niclas has directed, is his ability to imbue his filmic storytelling with a depth of insightful human actuality that is engaging to behold.

1. VW Touareg, See The Unseen

Advertising Agency: adam&eveDDB, London, UK

The commercial for Volkswagen’s Night Vision Assist System, takes a product demonstration to the next level of engagement with Niclas Larsson’s captivating storytelling film direction.

The Night Vision Assist technology incorporates a front, car-mounted thermal image camera that registers infrared radiation and can detect people or animals 10 to 130 meters ahead. The driver is then notified to take precautionary measures immediately.

The soundtrack music is by Munich-based, composer and pianist, Carlos Cipa.

2. Volvo S90, Song of The Open Road

Advertising Agency: Grey, New York, USA

Directed by Niclas Larsson and Oscar-nominated cinematographer, Jeff Cronenweth, The Volvo S90 commercial tells the story of a patron in an American Diner, in engrossed contemplation about something on his laptop, and a curious waitress.

What the deep reflective thought is all about is revealed by actor Josh Brolin’s voice-over narration, when he recites lines from poet and essayist Walt Whitman’s “Song of the Open Road.”

The orchestral soundtrack was composed by, American music producer, singer-songwriter, Dan Romer.

3. Mercedes-Benz GLE SUV, All Kinds of Strengths

Advertising Agency: Antoni Garage, Berlin, Germany

‘All Kinds of Strengths’ is part of Mercedes-Benz’s advertising communication strategy of positioning the GLE SUV as a modern family car that is fit for purpose under any challenging circumstance.

It’s a pertinent message that I think will resonate, as I’m sure that most city-dwelling SUV owners will acknowledge that in reality, 95% of the time their vehicles function as day-to-day family transportation.

Directed by Niclas Larsson, the compelling story is about a young girl refusing to watch her Mum compete in a triathlon competition. The reason for her mysterious obstinacy however, is rewardingly resolved at the end of the emotive ‘In The Long Run’, story.

4. Groupama, The First Harvest

Advertising Agency: Marcel, Paris, France

‘Groupama’ is an abbreviation for Groupe des Assurances Mutuelles Agricoles, a French Mutual Agricultural Insurance Group headquarted in Paris.

Directed by Niclas Larsson the story centers on the life story of a winegrower and his young son, and the setbacks they were able to overcome, thanks to the support of Grouparma.

The grown-up son however, chooses not to follow in his father’s winegrower footsteps, and decides instead to become a Grouparma Consultant, armed with the necessary insider knowledge of first-hand experiences, to be able to help others.