Volvo is promoting its XC40 model -- a premium SUV that, among other things, drivers can "subscribe" to--- with a spot set to a haunting cover of "My Favorite Things" from "The Sound of Music."
The film, by Forsman & Bodenfors, is notable for Swedish artist Jennie Abrahamson's super slowed-down version of the classic song, which was released on Spotify just before the ad aired. As we see a young woman driving out to the edge of a city (Toronto, where it was filmed, directed by Johnny Green of Anonymous). Interspersed with her journey are various scenarios of rampant consumerism; parcels being delivered by drone, packages piling up outside houses, people going crazy over a one-day fashion sale. The ad ends with the message: "By not owning things, you are not owned by things."
Running globally, the spot is mean to underline Volvo Cars' approach to challenging the traditional car ownership model. The brand's "Care by Volvo" offer for the XC40, which, similar to a mobile phone contract, lets drivers use the car for a monthly fee, with numerous services included, combined with getting a new car every 24 months.