Dreamy sci-fi spot promotes Volvo's car-share scheme

Acne in Sweden created ad for Volvo Car Mobility app, M

Published On
Jan 12, 2021

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Volvo's car share scheme, M, has been running for a year in all major cities in Sweden, allowing people to access shared cars when they need them via app. Now, to generate new interest in the scheme, the brand has created a new campaign that starts off more like a sci-fi movie than a typical auto ad.

In the ad, created by Acne and directed by Tomas Skoging via Acne Film, real cars, toy cars and sets of car keys suddenly levitate into the air one night as if lifted by a magnetic force, accompanied by suitably mysterious music. You might think aliens are responsible.

But in fact, it's symbolic of cars disappearing to make space on the streets—eventually only a Volvo M car is left behind. 

"We wanted to create something for people who own cars, but also for the ones who might not even like them," explained David Aronson, senior creative at Acne, in a statement."The truth is sometimes you need a car, if you like them or not, so if more people use M the end result is less cars taking up space in our streets. We wanted to dramatize that sense of freedom of not owning a car, and who doesn’t want to see cars flying up in the air?"

The ad is running on primetime TV in Sweden, as well as on digital channels.


Jan 12, 2021
Client :
Volvo Car Mobility
Agency :
Anders Erlandsson
Head of Marketing :
Madeleine Lassoued
Creative Director :
Peter Viksten
Brand Director :
Mikael Lundin
Creative Director :
Daniel Wall
Copywriter :
David Aronson
Art Director :
Chris Hagberg
Final Art :
Henrik Åkerberg
Account Director :
Johanna Gradin
Account Manager :
Malin Högström
Executive Producer :
Olle Lindgren
Production Company :
Acne Film
Director :
Tomas Skoging
Producer :
Mats Wolgers
Sound :
Music :
Malcolm Pardon
Music :

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