Volvo looks to communicate new brand positioning in latest TV ad
Volvo Cars has revamped its brand positioning in a bid to move into a more premium space and launched a TV campaign for its current XC60 model.
The Swell film introduces some of the pillars that will underpin Volvo’s new positioning, which include ambition, simplicity, authenticity and Swedishness.
The ad - the first to come out of the Volvo Kreativ Studio, and the first work by Grey London since its appointment as lead creative agency last year - urges the viewer to ‘seek feeling’ in a bid dramatise Volvo’s ethos of being ‘human-centric’.
Hollie Newton, global creative director at Grey London, said: “The last thing the world needs is another overly-retouched car, hooning down a mountain road to a soft rock soundtrack.
"There's a defiant, slightly renegade Swedish spirit to Volvo that simply doesn't fit with the bland world of car advertising. And thank god for that. We have an enormous suite of work coming up for Volvo which challenges the conventions of the sector. This is the first. A quietly epic piece of film that, hopefully, makes you feel something.”
The TV ad serves as a precursor to upcoming work from Volvo, including a campaign for the launch of its flagship XC90 model.
In August the car marque launched its Next Generation Digital Experience to better engage with connected consumers.