Volvo's first ad out of new global creative agency Grey London is a beautifully shot, atmospheric film -- in which the car itself only plays a cameo.
Shot by Swedish director Marcus SÃ¶derlund through Academy, the film begins in the passenger seat of a Volvo, parked on a dark and windswept beach, radio quietly playing (in Swedish) in the background. But that's all we see of the car. The camera then moves to a female surfer, waiting to catch a wave out in a metal-grey ocean, as we're told (via voiceover): "To feel, to really feel, is a rare thing these days." She begins to paddle in and the screen cuts to the tagline: "Seek Feeling. The responsive XC60."
Great cinematography, color and sound add to the cinematic look and feel. This, according to Grey, is all part of a new strategy by Volvo to shift its brand into a more premium space and illustrate qualities of "ambition, simplicity, authenticity, Swedishness, and the same level of design quality and craft that goes into its cars."
Although meant to invoke Sweden, the film was actually shot in Durban, South Africa, and features a 46-year-old Cape Town resident and surfer in the main role.