Have you ever ever seen the Ari Aster movie Midsommar? It’s a feel-good, coming of age, found-family film a few lady visits Sweden along with her shitty boyfriend and his shitty associates. Spoiler warning. The group is slowly killed off in ritual sacrifice, one after the other, whereas our most important lady is adopted into the cult by the movie’s finish.
Volvo’s newest advertising and marketing effort, a hand-painted C40 Recharge EV, is supposed to have a good time the identical midsummer festivities that the Hårga honored in that movie. However, in contrast to the pleasant faces from Aster’s film, the Volvo most likely received’t eliminate your horrible important different and his grad faculty cohorts.
Artist Shai Dahan will paint the EV and switch it into “a hand painted illustration of Midsummer in New York Metropolis.” Volvo claims will probably be a mixture of Swedish and American influences, reflecting Dahan’s personal historical past as an LA-born, Sweden-based artist.
Most apparently, the automobile’s portray course of shall be public. The C40 is positioned in Volvo’s Chelsea studio, and the doorways are open for people to wander by way of and watch Dahan at work. It’s the centerpiece of a full array of Swedish midsummer fare — maypole dances, meals, flower wreaths, and extra.
Volvo claims the automobile’s outdoors-inspired artwork displays the corporate’s “dedication to a extra sustainable planet” — therefore the selection of the C40 Recharge as a canvas. Whether or not paint on a automobile truly helps make any environmental message is its personal query, however there’s no denying that the deaths of Christian and his fool associates took all their future carbon emissions out of the worldwide equation. The bar’s been set, Volvo. You’re gonna need to do one thing large to be extra eco-friendly than the Hårga.