Volvo is known for making some of safest vehicles in the world, but in its new ad the automaker says that the ultimate safety challenge is saving the Earth itself. Check out the full ad below.
What is the first thing that comes to your mind when you think of a Volvo? It probably will be an image of a family car thanks to the automaker’s messaging around safety. Now, Volvo’s latest global ad, from agency Gray, the manufacturer has gone on the hunt for “the ultimate safety test.” The TV, online, and digital ad has an offbeat Scandinavian vibe as it follows a company spokesperson named Bjorn as he puts different Volvo vehicles through a range of safety checks.
Bjorn then travels to the Arctic Circle, where temperatures reached around minus 10 degrees, in search of a more extreme safety test. As a Volvo vehicle is suspended 100 feet in the air, ready to be dropped, Bjorn asks the viewer: “Is this the ultimate safety test?”A glacier in the distance then collapses, prompting Bjorn to say that climate change is in fact Volvo’s biggest safety challenge.
The new ad campaign, Grey claims, is aimed to communicate Volvo’s commitment to ensuring “sustainability becomes as ingrained in the company culture as safety always has been.” The automaker aims to be “fully-electric” by 2030 and “climate-neutral” by 2040, with half of all sales being electric vehicles by 2025.
Mike Johnstone, head of central marketing and brand at Volvo, said he was proud of the new campaign. “Sustainability is now as important as safety to us, with climate action having the highest priority,” he said.
Javier Campopiano, Grey’s chief creative officer for Europe and creative chairman in the U.K., added: “A collapsing glacier represents the ultimate and biggest threat, the one we all need to tackle to be safe.”
In January, Volvo launched the all-new S60 sedan in India, with prices starting from Rs 45.90 lakh, ex-showroom. The 2021 S60 is based on Volvo Cars’ scalable product architecture platform and has received a five-star rating from Euro NCAP. The sedan shares safety technology with the XC60 and comes with features like adaptive cruise control, driver alert control, oncoming mitigation by braking, brakes with hill start assist, pilot assist, speed alert, lane-keeping aid, run-off road mitigation, oncoming lane mitigation, steering assistance systems and city safety with steering support.
The Volvo S60 is powered by a 2-litre turbo-petrol engine which makes 190 PS and 300 Nm of peak power and torque, respectively. It is mated to an 8-speed automatic transmission and comes with 3 driving modes - Comfort, Eco and Dynamic.