Grey has launched the Ultimate Safety Test for Volvo Cars.
But what is it? That’s what the campaign’s two-minute commercial explores. Volvo spokesperson, Bjorn, takes the viewer on a historical tour of the brand’s impressive safety tests over the decades before heading up north to the Arctic Circle, where he asks if a 33-metre drop qualifies as the ultimate safety test.
Find the answer here:
The global campaign, which covers TV, online video, social, digital, OOH and radio and print, is part of wider effort from Volvo Cars that reflect the company’s commitment to climate neutrality and electrification.
The Ultimate Safety Test represents a new chapter for Volvo Cars and its ambition to become a climate neutral company across the entire value chain by 2040. Its plan to become a fully electric car company by 2030, with half of its global sales being fully electric by 2025, is a key step towards reaching this ambition.
“I am very proud to bring the Ultimate Safety Campaign to life,” stated Mike Johnstone, head of central marketing & brand at Volvo Cars. “Sustainability is now as important as safety to us, with climate action having the highest priority, and Volvo Cars has one of the most ambitious climate plans in the car industry. That’s why we’re proud to highlight the work we are doing through this campaign taking real action to combat global warming.”
Javier Campopiano, chief creative officer Europe and creative chairman UK at Grey, commented, “Working for Volvo Cars, a brand that cares, both about people safety and the world we live in, is a privilege. By creating the notion of the Ultimate Safety Test, we’ve just crystalised those principles and the menace we face our planet faces; a collapsing glacier represents the ultimate and biggest threat, the one we all need to tackle to be safe.”
The film was shot by Ivan Zacharias at Smuggler in extreme conditions. The crew went all the way to the Arctic Circle and filmed in temperatures of -10C, wearing polar expedition suits in order to be able to operate.
Client: Volvo Cars
Head of Central Marketing & Brand: Mike Johnstone
Director Brand Management: Johanna Arvidsson
Creative Agency: Grey
Global CCO: John Patroulis
CCO EU & Creative Chairman UK: Javier Campopiano
President & CCO UK: Laura Jordan Bambach
Global ECD, Volvo: Emiliano Gonzalez De Pietri
Creative Directors: Sam Haynes & John Gibson
Copywriters: Sam Haynes & Javier Campopiano
Art Director: John Gibson
CSO: Raquel Chicourel
Strategic Planners: Bhavin Pabari & Gilliam Caldwell-Dunn
Chief Client Officer: Jeremy Pyne
Business Director: Justine Johnson
Account Director: Andy Wynn
Account Manager: Cara Simcock
Senior Producer: Lindsay Moyes
Print Producer: Richard Ross
Designer: Michael Stephens
Social Media Agency: Wildfire
Managing Director: Olivia Clarkson
Creative Directo: Vikesh Amey Bhatt
Account Director: Charlotte Scott
Strategy Director: Asad Shaykh
Production Company: Smuggler
Director: Ivan Zachairas
Producer: Nick Landon
DOP: Jan Velicky
Production Designer: Robin Brown
Photographer: Philipp Rohner @ Getty Images