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Volvo: Ultimate Safety Test by Grey

Agency: Grey
Client: Volvo
Date: Apr 2021
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Opening a new chapter, Volvo Cars is placing sustainability at the heart of its brands, after years pushing its safety credentials. By 2040, it aims to become a fully climate-neutral company across its value chain and by 2030, it plans to become a fully electric car company.

To announce the news, Grey has created the 'Ultimate Safety Test' the ad is devised to reflect the company’s commitment to climate neutrality and electrification.

In the new film, a spokesperson called 'Bjorn' takes viewers on a tour of Volvo’s safety tests over the decades, and then up north to the arctic circle, where he asks whether a 100-foot drop qualifies as the ultimate safety test.

A collapsing glacier provides the answer, interrupting the film with a stark reminder that the biggest threat to our safety isn’t on the road. Today, climate change is the ultimate safety test.


Client Volvo Cars

Head of Central Marketing & Brand Mike Johnstone

Director Brand Management Johanna Arvidsson

Creative Agency Grey

Global CCO John Patroulis

CCO EU & Creative Chairman UK Javier Campopiano

President/CCO UK Laura Jordan Bambach

Global ECD, Volvo Emiliano Gonzalez De Pietri

Creative Directors Sam Haynes / John Gibson

Copywriters Sam Haynes / Javier Campopiano

Art Director John Gibson

CSO Raquel Chicourel

Strategic Planners Bhavin Pabari / Gilliam Caldwell-Dunn

Chief Client Officer Jeremy Pyne

Business Director Justine Johnson

Account Director Andy Wynn

Account Manager Cara Simcock

Agency Senior Producer Lindsay Moyes

Agency Print Producer Richard Ross

Designer Michael Stephens

Social Media Agency Wildfire

Managing Director Olivia Clarkson

Creative Director Vikesh Amey Bhatt

Account Director Charlotte Scott

Strategy Director Asad Shaykh

Production Company Smuggler

Production Company Producer - Nick Landon

Director Ivan Zachairas

D.O.P. Jan Velicky

Production Design Robin Brown

Photographer Philipp Rohner – Getty Images