Volvo has teamed up with Swedish DJ and producer Avicii (a Grammy nominee for "Sunshine" with David Guetta) to make this co-branded music video, which focuses as much on gleaming shots of its XC90 as of its 26-year-old star.
Set to Avicii's new cover of Nina Simone's "Feeling Good," with vocals by Audra Mae, it was filmed on location in Sweden, and features the kind of gorgeous brooding landscape you'd expect; it was directed by New Land's Gustav Johansson (who helmed Volvo's atmospheric, four-minute Vintersaga ad earlier this year).
We also see Avicii driving the car around places that hold special significance for him after he takes a break from touring. According to Volvo, in a statement from Alain Visser, SVP sales, marketing and customer service, the aim is also to signify a new direction for the brand after years of "intense investment." It will be shared across Volvo's social channels.
Agency Formsan & Bodenfors (Epic Split), which created the film, worked on a similar project with the group Swedish House Mafia in 2013.