VW and A-Ha Celebrate Reinvention in Nostalgic Toby Dye Film
Working with agency Grabarz & Partner, RSA Film’s Toby Dye utilises his award-winning documentary aesthetic to tell the story of partners in reinvention, VW and A-Ha, as the brand and band take a trip through their homeland of Norway.
The film, celebrating VW’s very first all-electric version of the brand’s iconic Camper Van, features A-Ha’s iconic 80’s hit single ‘Take On Me’ as the band discuss the importance of dreaming big and what it means to be considered ‘iconic’.
Singer Morten Harket is a lifelong champion of electric vehicles, having brought the very first electric car to Norway. In this spirit of innovation and moving with the times, A-Ha look back at their history through their music and private photo albums and discuss what the future could hold.
According to Stefan Pfeiffer, head of marketing for Volkswagen Commercial Vehicles: “The band a-ha and their role in pop music fit perfectly with the role of the Bus in automotive history – both are icons that repeatedly reinvent themselves and not only outlast trends, but also set them. In addition, there’s another important issue that unites us: electric transportation. The band members have been pioneers in this field since the 1990s and have campaigned for electric cars in Norway – a country where one out of every two new cars sold today is electric. Together, both aspects now form the perfect framework for our electric vehicle campaign, which also puts the spotlight on the electric versions of our van. The campaign’s slogan sums it up perfectly: The icon, updated. Driven by electricity.”
