Volvo’s “Parents”: the champions beyond the pitch

About this advertising video

In Volvo Cars Sweden’s new film, children’s football is powered by a quiet but essential team: their parents. Zlatan Ibrahimović appears alongside his son Vincent in a warm portrait of everyday care. Before the whistle The story follows the familiar routine around training and match days: early starts, finding shirts, filling bottles, packing kit and driving from one commitment to the next. Then come the waiting, the rain and the encouragement from the sideline. Instead of placing goals and trophies at the centre, the film focuses on the unseen work that gives a child’s dream room to grow. A different kind of victory Director Gustav Johansson borrows the heightened visual language of sports advertising and applies it to youth football.