Have you ever seen the Ari Aster movie Midsommar? It’s a feel-good, coming of age, found-family film a few lady visits Sweden together with her shitty boyfriend and his shitty mates. Spoiler warning. The group is slowly killed off in ritual sacrifice, one after the other, whereas our essential 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 fun the identical midsummer festivities that the Hårga honored in that movie. But, not like the pleasant faces from Aster’s film, the Volvo in all probability received’t do away with your horrible vital different and his grad college cohorts.
Artist Shai Dahan will paint the EV and switch it into “a hand painted representation of Midsummer in New York City.” 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 will probably be public. The C40 is positioned in Volvo’s Chelsea studio, and the doorways are open for folk to wander by means 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 “commitment to a more sustainable planet” — therefore the selection of the C40 Recharge as a canvas. Whether 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 mates took all their future carbon emissions out of the worldwide equation. The bar’s been set, Volvo. You’re gonna must do one thing large to be extra eco-friendly than the Hårga.
Source: jalopnik.com