Hoyte van Hoytema, the cinematographer behind Her, Interstellar, Dunkirk, and Oppenheimer, brings to us this long-form narrative commercial for Volvo's XC90 SUV.
The point is, of course, to sell us cars. The hook for the ad is buried deep into the soul of every parent who has ever seen his or her child in life-threatening situation. It's a common if not normal experience and one that never leaves your mind completely.
Hence the genius of van Hoytema's commercial. It taps into both the delight and fear that begins with first learning that you're having a baby and ends . . . somehow, depending on about a million everyday decisions.
-via Normie MacDonald