An elderly gay couple together for 40 years, a lesbian couple with a toddler, the Swedish-American actor Joel Kinnaman ("Suicide Squad," "Robocop," "The Killing") and a pair of model twin sisters all feature in a new campaign for Volvo promoting its V60 family-oriented estate car.
Created by Forsman & Bodenfors, the series of 10-second vignettes portrays the modern reality of families, rather than relying on the traditional advertising-world nuclear family and two kids, to illustrate the tagline "protect what's important to you."
As well as the gay couples, there's also a man protecting his beloved orchids, a young couple with a newborn baby and a single dad with his daughter. Kinnaman is shown having a tender moment with his wife, well-known tattoo artist Cleo, while we see the Swedish twin models Elizabeth and Victoria LejonhjÃ¤rta, known for their work with Drake, lying side by side in the car, touching but not speaking.
All 15 films show people getting into, driving or sitting in the V60 and are set to a poignant music track by Swedish artist Joel Alme (an acoustic remake of his 2010 track "If you got somebody waiting") that helps lend the clips an emotive resonance, despite only being 10-seconds long. The ads are running online and on broadcast, as separate spots.
Mikael Kruse, brand communications director EMEA at Volvo Cars, says in a statement: "No matter what your family looks like, we know you want to keep it safe. We think it's up to each and every one to decide who or what you consider family. With this campaign we wanted to do things a little differently and decided to embrance a shorter format, tapping into people's media behavior. Together, these short portraits will paint a canvas of what family looks like in 2018 and help us position the V60 as the estate for the new family."