This September, the streets of New York City became the unlikely stage for a daring intervention—not for people, but for their cars. Swedish electric automaker Polestar launched a provocative guerrilla campaign that confronts drivers about their attachment to fossil fuels, daring them to rethink their relationship with gasoline.
Billboards and posters plastered across Manhattan don’t mince words. Messages like “Are you addicted to dinosaur juice?” and “It’s your dad’s fault” catch the eye—and the conscience. But this isn’t just edgy advertising. Polestar paired the campaign with a retro-style hotline: call it, and you’ll be met not with therapy, but hard-hitting truths about the environmental cost of fossil fuels and a roadmap toward cleaner, electric mobility.
Fredrika Klarén, Polestar’s Head of Sustainability, underscores the timing. Launched during Climate Week NYC, the campaign is a direct response to what the brand sees as the auto industry’s lagging climate commitments. “While legacy carmakers retreat, we double down,” Klarén states, emphasizing that this is more than a marketing stunt—it’s a wake-up call.
The environmental stakes are high. Road transport accounts for over 15% of global energy-related emissions, with passenger cars and vans consuming more than a quarter of the world’s oil. Battery electric vehicles, on the other hand, produce roughly 73% less CO₂e over their lifecycle compared to petrol counterparts—assuming the energy mix projected in Europe from 2025 to 2044.
Polestar isn’t stopping at bold messaging. Its ambitious Polestar 0 project aims to deliver a fully climate-neutral vehicle by 2030, without relying on carbon offsets. The upcoming Polestar 5, a high-performance grand tourer, embodies this philosophy: aluminum from renewable-powered smelters, recycled metals, and meticulous design that balances speed with sustainability.
Hunter Skipworth, the creative director behind the campaign, explains the idea sprang from a simple insight. “Fossil fuels are like a toxic ex. Everyone knows the harm, yet we can’t quit,” he says. The result? A campaign that’s raw, disruptive, and impossible to ignore, yet infused with Polestar’s sleek, minimalist aesthetic—clean typography, a black-and-gold palette, and subtle nods to both Swedish design and New York’s iconic taxis.
Critics may question EVs’ own environmental footprint, but Polestar embraces transparency. From sustainability metrics to emission reductions—slashing relative emissions by 25% over four years—the brand stakes its credibility on action, not just slogans.
By blending street-level provocation with tangible environmental initiatives, Polestar challenges drivers, policymakers, and the industry alike. The message is clear: the era of gas-powered cars is ending. It’s time to break up with fossil fuels, and fast.
For more information about this Polestar NYC Campaign, visit their official website.
👉 Please 📩SUBSCRIBE to us for more real-world EV analysis, news, and deep dives — written for EV fans by EV fans.
Hey, I’m Badal! I’m super passionate about cars—especially electric ones. Whether it’s EVs, electric trucks, bikes, or anything with a battery and wheels, I’m all in. I love writing blogs and articles that break things down for fellow enthusiasts and curious readers alike. Hope you enjoy the ride as much as I do!
