US Ad of the Day: Volvo celebrates safety and freedom ‘For life’ with the EX90
Volvo’s new electric SUV, the EX90, marks a significant step towards the brand’s goal of eliminating the risk of serious auto accidents.
Just as a skateboarder uses kneepads or a young child wears floaties in the ocean, safety permits people of all ages to enjoy what life has to offer.
The same should be offered by the cars we drive, according to Volvo’s latest campaign, ’For life.’ Starring Swedish pop star Seinabo Sey, Paralympian Lui Cuiqing and professional skateboarder Sky Brown, the 60-second film spotlights the Swedish automaker’s fully electric flagship SUV, the Volvo EX90.
Instead of focusing on the car’s safety features, however, the film emphasizes how various safety measures liberate individuals to live their lives to the fullest. It also aims to shed light on Volvo’s ultimate goal: to reduce serious injuries or fatalities in new Volvo cars to zero.
”We have the ambition to be pioneers in the protection of people and the planet,” Volvo Car’s creative director Andreas Malm said in a statement. “We hope to bring to life safety beyond the traditional sense and highlight how you only can live life truly free when you both are and feel safe. A true consumer benefit in the 21st century.”
The campaign was co-developed by AKQA and Grey.
Credits
AKQA
Global chief creative officer: Peter Lund
Designer director: Ander Hernando
Associate creative director: Laura Hunter
Senior designer: Sam Tablada
Senior creative: Sebastian Regfeldt
Senior creative: Jesper Ståhl
Senior copywriter: Simon Magnusson
Senior designer: Linus Lövbacka
Senior product designer: Anthony Penglase
Motion designer: Asim Bawa
Associate creative technologist: Beverly Enrico
Creative: Saga Westlund
Associate creative director: Ludvig Pehrson
Executive strategy director: Miriam Plon Sauer
Client partner: Zoë Baker
Associate creative director: Fredrik Stahre
Account manager: Natalie Conway
Group technical director: Michael Carlisle
Creative development director: Florent Segouin
Senior art director: Mike Pires
UX
Strategic design director: Uros Petrevski
Grey
President and CCO: Laura Jordan Bambach
Worldwide CCO: Javi Campopiano
Creative director: Sam Haynes
Creative director: John Gibson
Strategy director: Ed Hayne
Strategy director: Gil Caldwell-Dunn
Business director: Rob Gray
Agency senior producer: Sam Dowling
Agency assistant producer: Alicia Cordell
Production company: New-Land
Production company produce: Ben Turnbull
Director: Sheila Johansson
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