Volvo Cars looks to the future of safety in global campaign

Be the first to comment

The ad is the first since Forsman & Bodenfors took over as Volvo's global strategic creative agency

Volvo Cars has created an ad to highlight its 2020 vision that no one should be killed or seriously injured in one of its new cars, in the first work since appointing the agency behind the "epic split" to its global account

The ad, by Forsman & Bodenfors in Gothenburg, follows a young girl sitting in the back of a new Volvo talking about car manufacturers.

Volvo Cars named Forsman & Bodenfors as its global strategic creative agency in December.

When the company moved the account out of Grey London in June last year, it was suggested that following a change in strategy, Volvo would work with Grey New York, Grey Shanghai and Forsman & Bodenfors on global campaigns rather than having a dedicated shop.

In the new ad, as images of people in car crashes appear, the girl says it seems as though car makers produce cars for race tracks "instead of city streets".

She adds, "What if a car maker thought differently, thought about the crowded streets?"

The ad features the new XC90 SUV which has received the Euro NCAPs 2015 Best in Class award for both Large Off-Road and Overall Performance categories.

It was created by Andreas Malm and Staffan Lamm who handled art direction, and Fredrik Jansson who took charge of copywriting. Niclas Larsson directed the spot through New Land.

This article first appeared on


The latest work, news, advice, comment and analysis, sent to you every day

register free

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Trending on Campaign


The Hub 
Marketing Tech News