For one night, Volvo will turn an XC90 Excellence SUV into a roving mini-restaurant, ferrying two diners all over Tokyo as they eat high-end takeout in a luxury car and enjoy the nighttime scenes.
Basically, it's like a fancy version of a nighttime run to the drive-thru in Volvo's top-of-the-line SUV, which starts at $104,900.
UberEATS also took part in the campaign; separately, Volvo Cars and Uber are working together on autonomous driving cars.
Celebrity chef Yukio Hattori designed the menu for the "All-Star Restaurant," a campaign by Dentsu Tokyo, which includes courses from restaurants serving different genres of cuisine. Only one pair will win the draw for the dining experience next month.
Volvo has been trying some unusual experiences and storytelling lately. It just launched a pop-up hotel in Sweden, where the brand has its roots, though it has been owned by Chinese carmaker Zhejiang Geely since 2010. In the U.S., in work by Grey New York, the brand imagined a modern-day Walt Whitman taking an epic road trip in a Volvo, and it released an atmospheric but confusing series of ads about a family celebrating a wedding.