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In its first global campaign for Volvo, Grey London strives for a "quietly epic" tone to position the Swedish nameplate more firmly in the premium auto space. Director Marcus Söderlund, working through Academy Films, delivers the goods with a visually compelling minute-long film called The Swell.
We open on a moonlit beach, where a Volvo XC60 sits in the sand, the hum of its radio melding with the sounds of the sea. "To feel, to really feel, is a rare thing these days," a voiceover says.
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