Creative in association withGear Seven

Volvo XC40 is the Ultimate Safety City Car in Slick Campaign

Advertising Agency
Gothenburg, Sweden
Forsman & Bodenfors focus on the Volvo XC40 City Safety features for the campaign

Cars should be safe for everyone, not only those inside them. That's the thought behind Volvo Cars’ latest global campaign, once again with safety in focus. 

Developed together with creative collective Forsman & Bodenfors in Sweden, the campaign positions the award-winning compact city SUV, the Volvo XC40, as the ultimate city car. But not only because of its size, design and smart storage solutions – but because of the City Safety System. With features like Pedestrian Detection, Cyclist Detection, and 360 ̊ Surround Camera, the campaign shows how the XC40 is designed to protect people both inside and outside of the car.

”Cars should adapt to cities and the people who live there, not the other way around. And that’s exactly what we wanted to highlight with this campaign. From a creative standpoint, the sound design, the reveal, and the writing were meant to capture a simple yet powerful celebration of everyone we share the road with. No matter if you’re a cyclist, runner, or just walk around the city listening to music,” said Hampus Elfström, copywriter at Forsman & Bodenfors in Gothenburg, Sweden.

The main campaign assets consist of three films, each portraying a pedestrian, a cyclist, and a runner in a city environment. They all start with clips of the XC40 and a narrator seemingly celebrating the car, the freedom it brings and it's effortless motion. But each film ends with the camera panning away from the car, showing who it was really celebrating; a cyclist, a pedestrian, and a runner. The narrator, British-Jamaican singer and actress Mahalia, ends by stating: “The streets belong to you”.

The campaign was shot in Stockholm during the summer of 2020, with precautions taken with respect to the pandemic. Playing the part of the runner is Mustafa 'Musse' Mohamed, globally renowned Swedish long-distance runner with prominent positions in both European and World championships. 

The campaign is part of a larger communication theme, in which Volvo during a period of time highlights safety from different perspectives.
Post Production / VFX
Music / Sound