Volvo protects what’s important to you. That’s more than the tagline of Forsman & Bodenfors’ new campaign for the Volvo V60 estate. It’s a reminder of Volvo’s heritage – the safe car. Volvo has traditionally been associated with family, especially when it comes to its estate cars.
Of course, the concept of what a family is has changed over time. So, too, of late has car advertising – letting go of what had become advertising clichés and finding new ways to express why any one brand would appeal.
Naturally, the work of Sweden’s remarkably creative agency, F&B, for Volvo would stand out. The agency has created a series of ten second films that highlight what family means. Each ten seconds captures a real moment of a real family. A Volvo provides the setting for the scene. Some of the people featured are famous, some are not.
The campaign, of 15 films, introduces its audience to two men who have been living together for more than 40 years, two women with a young son, a man protecting his beloved flowers, a young couple with their newborn baby and a single dad with his daughter, among others.
Among the more well-known participants in the campaign are Swedish-American Hollywood actor, Joel Kinnaman (Robocop, Suicide Squad, Altered Carbon) with his wife – world-renowned tattoo artist, Cleo, and Swedish models and twin sisters, Elizabeth and Victoria Lejonhjärta, known for their work together with rapper, Drake.
”No matter what your family looks like, we know you want to keep it safe. We think it’s up to each and every one to decide who or what you consider family. With this campaign we wanted to do things a little differently and decided to embrace a shorter format, tapping into people’s media behaviour,” explained Mikael Kruse, brand communications director EMEA at Volvo Cars.
“Together, these short portraits will paint a canvas of what family looks like in 2018 and help us position the V60 as the estate for the new family.”