[insert slogan here]


In 2016, Volvo launched their ‘Human Made’ advertising campaign.

And Sam got sort of obsessed.

He got so obsessed he decided to make some adverts of his own.

So this is what he made.

 A show about desire. About the things we want and what we'll do to get them. With live music and video artistry, [insert slogan here] is a fevered excavation of adverts, objects, memory and longing.


★★★★★ - ''I have never seen audience participation done so well before'' - ThreeWeeks

★★★★ - ''Gorgeous, sumptuous... Never preachy, always utopian, [insert slogan here] becomes an advert for a world driven by art'' - Matt Trueman, WhatsOnStage

★★★★ - ''For a moment, they are the centre of the universe – and isn’t that what we all want? He's learned from the best. Volvo.'' - Katie Hawthorne, The Skinny

★★★★ - ''a strange, moving homage to most polished, ambitious kind of car adverts'' - Alice Saville, Financial Times


[insert slogan here] was first presented at HOME as part of PUSH Festival in January 2018, supported by Arts Council England.

It was nominated for the New Diorama Untapped Edinburgh Award 2018.

Performed by Sam Ward

Music by SHAR

Video by Conan the Librarian

Lights by Lucy Adams

It then ran 3rd - 19th August at ZOO Venues as part of the Edinburgh Festival Fringe 2018. It is available for touring in 2019. For more information email