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VW and A-Ha Celebrate Reinvention in Nostalgic Toby Dye Film

Grabarz & Partner and RSA Films' Toby Dye partners with VW in film for its first all-electric version of the iconic Camper Van

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.” 

Featured Companies: RSA Films

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Client: Volkswagen Nutzfahrzeuge


Director: Toby Dye

Featuring: a-ha (Morten Harket, Paul Waaktaar-Savoy and Magne Furuholmen)


Agency: Grabarz & Partner

Creative Group Head Digital: Roman Jonsson

Client Service Director: Karolina Kurzaj

Head of TV: Axel Doepner

Director: Toby Dye

DP: Jan Prahl


PC: doity Berlin

Executive Producer: Till Strauss

Producer: Katharina Kuemmel

Service Production Strictly Baltic

Service Producer: Mads Marstrand

Line Producer Norway: Mads Peter Biddal

1st AD: Baily Marks

Key Grip: Michael Tøt

Edit: Julian Eguiguren

Colour Grading: Arri Mitte / Nico Hauter

Lead Compositing Artist: Timo Frank

Sound and Mix: Marvin Kei

Category: Automotive , Trucks and Vans