This Volvo Ad Set to a Haunting Cover of 'My Favorite Things' Is All About NOT Owning a Car

Film by Forsman & Bodenfors Promotes the XC40

Published On
Jan 26, 2018

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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.


Jan 26, 2018
Brand :
Client :
Agency :
Forsman & Bodenfors
Art Director :
Andreas Malm
Art Director :
Karl Risenfors
Copywriter :
Gustav Johansson
Account Supervisor :
Lena Olander
Account Supervisor :
Alison Arnold
Account Executive :
Jenni Fleki
Agency Producer :
Mats Wolgers
Music Supervisor :
Jenny Ring
Music Supervisor :
Johan Nordqvist
Artwork :
Martin Joelsson
Artwork :
Ingrid Arnsand Jonsson
PR Strategist :
Bjarne Darwall
Director :
Johnny Green
Director, Photography :
Max Goldman
Editor :
Thomas Grove Carter
Production Company :
Anonymous Content
Executive Producer :
Eric Stern
Producer :
Aris McGarry
Grade :
Oskar Larsson
Grade :
Sound Design :
Sam Ashwell
Sound Design :
Post Production :
Music :
My favorite things
Music Artist :
Jennie Abrahamson
Composer :
Richard Rodgers
Composer :
Oscar Hammerstein
Production Designer :
Jay Pooley

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