Polestar, the Swedish electric vehicle (EV) manufacturer, has once again positioned itself at the center of the sustainability conversation with a daring new campaign launched during Climate Week NYC. The electric performance brand, known for pushing the automotive industry toward cleaner energy, is taking direct aim at carmakers still heavily reliant on fossil fuels. With a provocative out-of-home (OOH) initiative across Manhattan, Polestar is turning heads and sparking conversations about the urgency of moving away from gasoline dependency.
A Raw and Disruptive Message
Instead of showcasing sleek EV models, the Polestar campaign delivers therapy-inspired prompts that liken fossil fuel addiction to a toxic relationship. Posters across Manhattan ask passersby questions such as “Dinosaur juice addict?” or “It’s your dad’s fault?” Each message directs people to a retro-styled hotline rather than modern QR codes, delivering callers blunt facts about the environmental and social costs of fossil fuels.
Fredrika Klarén, Polestar’s Head of Sustainability, emphasized that the industry is clinging to outdated technology and needed a disruptive wake-up call. “It’s raw, disruptive, and impossible to ignore,” Klarén explained, underscoring how Polestar is using humor and provocation to make sustainability a mainstream conversation.
Symbolism at the Heart of Manhattan
The campaign’s design language stays true to Polestar’s recognizable aesthetic, with a black-and-gold palette inspired by both the brand’s signature “Swedish Gold” and New York City’s iconic taxis. The strategic location is equally important: more than half a million cars enter Manhattan daily, making the campaign impossible to miss for drivers and pedestrians alike.
Hunter Skipworth, the creative director behind the project, explained that the toxic relationship metaphor came from casual discussions about how the world acknowledges fossil fuels’ harm yet still struggles to let go. “Politicians and traditional car makers are clinging on to an old, toxic ex,” Skipworth said. “So we thought – let’s create a helpline.”
Embracing Retro with Purpose
One of the most unique elements of the Polestar campaign is its hotline feature, deliberately avoiding digital-first tactics like QR codes. PR lead Ellen Broomé noted that the retro approach reinforced the message. “Initially we had the idea of targeting traditional carmakers – these dinosaur juice addicts are clearly old-school, so let’s give them an old-school hotline. But then it stuck.”
This analog approach resonates with Polestar’s broader strategy of cutting through digital noise with tangible, thought-provoking experiences.
A Consistent Challenger Brand
Polestar’s reputation as a challenger brand in the automotive sector is well established. From its “No Compromises” Super Bowl spot in 2023 to its industry-first sustainability labeling on vehicles, the company continues to challenge norms while pushing the conversation forward.
Despite ongoing debates about the long-term environmental impact of EVs, Polestar has taken measurable action, cutting its relative emissions by 25% over the past four years. This progress is notable as many competitors and policymakers appear to backtrack on their climate commitments. As Broomé pointed out, the campaign is not about blaming drivers but about encouraging reflection. “We want drivers to look up, laugh, and maybe think twice,” she said.
Driving Toward a Cleaner Future
Polestar’s latest move comes at a critical moment when climate urgency is intensifying, and fossil fuel debates remain contentious. By calling out traditional carmakers with humor and bold statements, Polestar is showing that the fight for a greener future requires both innovation and attitude.
The guerrilla campaign is more than just a clever marketing stunt – it’s a cultural statement. It underscores Polestar’s determination to not only produce sustainable vehicles but also shift public perception about the urgency of moving beyond fossil fuels.
As the world watches major automakers hedge their bets on hybrid and combustion technologies, Polestar continues to double down on a future that is electric, transparent, and uncompromising in its sustainability goals.
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