Volvo Cars kicks off global Forsman & Bodenfors campaign

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.

Volvo: has a vision of creating cars in which no one is killed or seriously injured
Volvo: has a vision of creating cars in which no one is killed or seriously injured

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.

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