Don’t own things. That’s a message you’ve never seen in an ad before. The ad is by Forsman & Bodenfors for Volvo.
A car brand asking you not to buy a car? Volvo wants you to drive a Volvo, in particular the CX40, but subscribe to it, rather than buying it. Volvo has found a place on the edge of the “sharing economy”, offering a contract similar to that of a mobile phone, which lets drivers use the CX40 for a monthly fee, with numerous services included, one of which is getting a new car every 24 months.
The F&B spot, whose visuals highlights the madness of consumerism, is underscored by a slow, and really rather sexy, version of Rodgers & Hammerstein’s My Favourite Things from The Sound of Music, performed by Swedish music artist, Jennie Abrahamson.
It was directed by Johnny Green with photography by Max Goldman, and ends with the tagline, By not owning things, you are not owned by things.
The ad launched in Sweden and will run throughout Europe and in the Americas, Asia and China, with local adaptations to keep it relevant.
Agency: Forsman & Bodenfors
Art Directors: Andreas Malm & Karl Risenfors
Copywriter: Gustav Johansson
Account Supervisors: Lena Olander & Alison Arnold
Account Executive: Jenni Füleki
Agency Producer: Mats Wolgers
Music Supervisors: Jenny Ring & Johan Nordqvist
Artwork: Martin Joelsson & Ingrid Arnsand Jonsson
PR Strategist: Bjarne Darwall
Director: Johnny Green
Director of Photography: Max Goldman
Editor: Thomas Grove Carter
Production Company: Anonymous Content
Executive Producer: Eric Stern
Producer: Aris McGarry
Grade: Oskar Larsson @ Chimney
Sound Design: Sam Ashwell @ 750MPH