Volvo’s new ad, shot by Hoyte Van Hoytema, redefines automotive commercials with a touching, cinematic story about the future and safety.
Volvo’s Groundbreaking Ad: A Glimpse into the Future
Volvo has just released what could be considered one of the most powerful car commercials of all time. It’s not just about showcasing the electric XC90 SUV; it’s about telling a story that resonates deeply with all of us. In a move that redefines what we expect from automotive ads, Volvo has combined stunning cinematography, emotional depth, and a powerful message of safety and hope for the future.
Directed by Hoyte Van Hoytema, known for his breathtaking cinematography in films like Interstellar and Oppenheimer, this ad takes us through the life of a first-time father. We watch as he reflects on his role in his daughter’s life, filled with both hopes and fears, from her birth to her adulthood.
Why This Ad Stands Out
At first glance, it’s easy to think that this is just another commercial trying to sell a car. But as the ad progresses, its true power reveals itself. It’s not about selling the XC90; it’s about illustrating what the future of driving—and life—might look like. The focus on safety, family, and the unknowns of parenthood makes it relatable to a wide audience. This isn’t just a commercial; it’s a universal story told through the lens of a father’s journey.
The choice of Hoytema as cinematographer is key to the ad’s success. His signature style—characterized by soft, natural light, rich textures, and emotional depth—transports the viewer into a poignant, intimate moment. For fans of his previous work, like Her and Interstellar, this ad will feel immediately familiar, with a sense of grandness that also feels personal.
The Emotional Impact: A Shock Ending
Volvo’s ad doesn’t shy away from the emotional journey of parenthood, highlighting the transformative milestones in a child’s life. As the father grows older, the stakes of his reflections become more intense, leading to a shock ending that connects directly to the core message of Volvo’s safety features. This twist is a clever way of bringing the viewer’s attention back to the product—not through flashy car stunts or exaggerated claims—but through a deeper understanding of why safety is essential, particularly when it comes to loved ones.
A Refreshing Approach to Automotive Marketing
In an age where most car commercials rely on fast cuts, flashy visuals, and adrenaline-pumping action, Volvo’s ad is a breath of fresh air. It doesn’t just try to grab attention with a high-octane chase scene or a picturesque setting. Instead, it pulls you in with a story—one that feels as real as it is cinematic. Viewers on social media have expressed their admiration, calling the ad “refreshing” and “authentic,” marking a shift in the way automotive brands approach storytelling.
This is an ad that asks us to consider more than just the vehicle itself. It asks us to think about the future—the future of family, the future of safety, and the future of how we interact with the world around us. In this respect, Volvo’s ad isn’t just a marketing tool. It’s a statement.
Conclusion: A Powerful Statement About the Future
Volvo’s latest ad is a masterclass in storytelling and cinematography. By weaving a heartfelt narrative about parenthood and life’s pivotal moments, the brand has done more than promote a car. It has created a space for reflection on what matters most: safety, family, and the future.
What are your thoughts on this approach to automotive marketing? Do you think this kind of storytelling is the future of ads? Let us know in the comments below!