Volvo XC60, after P1800 the sexiest Volvo ever, is coming to US market, so no surprise it is linked with new TV commercial. What we can expect? Beautiful shots on glamour car, exterior and interior views, slow motions and lady getting out of the car eventually? Not really. We watch something totally unusual, movie full of crashed cars. And yes, some shots on new XC60 in the end. Volvo that can stop itself. Finally. I admire that this is not excellence of creativity but good way how to demonstrate you positioning of safety.
Car: Volvo XC60
Agency: Arnold Boston
Creative director: Chris Carl
Art director: Rob Kottkamp
Copywriter: Will Chambliss
Music: Megatrax / 1812 Overture
One of the first car commercial where we can see the car crash, damaged cars, was masterpiece and award winning campaign Safe happens for VW from Crispin Porter+Bogusky. Just to remind it.