Swedish House Mafia Goes Its Separate Ways in New Volvo Campaign
Branded content push shows last hurrah for artists in new C360
May 19, 2013
This music video created by Volvo for Swedish dance group Swedish House Mafia cleverly bridges the gap between branded content, product placement and social media. Swedish House Mafia disbanded in March after five years together, so Volvo, and its agency Forsman & Bodenfors, approached them about making a film in which the trio are seen going their separate ways in the brand's new XC60 cross-country vehicles.
While the music video is a poignant tribute to the band who -- at least for now -- will be saying goodbye to the fast-pace life of touring and traveling, it's also an elegant illustration of how the new car can pull its drive away from frenetic city life to more peaceful environs.
Director Adam Berg filmed it beautifully against a moody Scandinavian landscape, and the soundtrack is a cover of one of their early hits, "Leave the World Behind," by singer Lune. The YouTube video has already created a social buzz, and there's also an interactive website, leavetheworldbehind.com, featuring the video and behind-the-scenes information. Scenes from the video will also feature in TV and print commercials by Volvo.