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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In "the ultimate safety test,” Volvo suspends a car 100 feet in the air. Volvo / Grey

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.

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.