Volvo Cars and its longtime agency partner, Grey New York, have recreated the entire New York City Marathon experience in an audio poem to the city and its iconic sports event for runners worldwide.
The TCS New York City Marathon won’t be run in person this year, due to the pandemic, meaning thousands of runners from around the globe will not have the opportunity to participate in this challenge. Instead, runners will carry on the tradition, virtually training and racing in their hometowns and countries.
So, Volvo Cars created a custom playlist using real audio from the streets of the city. The playlist allows runners a to immerse themselves in the sounds of 13 neighbourhoods along the NYC Marathon route, from Staten Island to Central Park.
“As the official vehicle and strategic sponsor of the TCS New York City Marathon, Volvo Cars wanted to support runners everywhere. So in partnership with Heard City, we brought the marathon route to life through ambient sound and music, available exclusively on Spotify", said Nick Kaplan, executive creative director of Grey New York. “This is really an audio poem written from Volvo Cars to the marathon and the city of New York. It brings the joy of the race and the personality of each neighbourhood to life through sound.”
“The New York tri-state area has been home to Volvo Cars in the US for decades,” said Anders Gustafsson, president and CEO of Volvo Car USA. “It’s our honour to salute the city and the spirit of those with the determination to run the New York City Marathon.”
The immersive audio experience is hosted by New York City and Boston Marathon winner, Meb Keflezighi, as well as local music artists. Keflezighi is the only person to win the New York City Marathon, Boston Marathon and an Olympic medal.