Volvo's first work from Forsman & Bodenfors since appointing it to its global account last year is a thought-provoking spot that might well have you questioning how you drive, and (hopefully for Volvo) what car you choose.
The ad, directed by New Land's Niclas Larsson, is narrated by a little traveler in the back of a car who wonders why cars, and driving, can't be safer. She questions why car makers design cars as if for race tracks, instead of city streets, and why no-one thinks about what's important -- people, and the "beautiful things around us."
She asks, "What if someone made a car for people...who think about other people?" as we finish with a shot of a Volvo driving through the Scandinavian countryside.
The ad ends with Volvo's corporate "promise," recently set out by its CEO and president Hakan Samuelsson, that by 2020, no-one will be seriously injured or killed in a new Volvo car.