Volvo's Ad About the 'Ultimate Safety Test' Has a Dramatic Twist and a Vital Message

New campaign from Grey puts an existential spin on an auto advertising trope

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LONDON—When you think of Volvo, you probably think of it as a family car, thanks to all the ad dollars it has poured into messaging around safety.

In its latest global ad, from agency Grey, the car brand goes on the hunt for “the ultimate safety test.”

The TV, online and digital spot, which has an off-beat Scandinavian vibe, follows a company spokesman called Bjorn as he puts Volvo vehicles through a range of safety checks.

He then travels to the Arctic Circle (the crew filmed in 14 degrees Fahrenheit) in search of a more extreme test.



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