Volvo Really Takes the Plunge in Powerful Ad That Leaves the Car on Shore

Grey London's 'The Swell'

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in