Volvo presumably asked themselves: who makes the best cars. Is it the Italians? The French? The Germans? The Swedes? The result of this is a film, near music video, that shows us the morning routine of people in Gothenburg, Sweden. There's tip-toeing around lego in the dark, slowly waking and warming to candle-light and toast, families gabbing around the breakfast table. Then there's the commute, the dropped off of kids at the daycare, the bikes, the cars, the trams. The mass of people walking into the factory. The conclusion, who makes the best cars? People.
This is the type of film you will either love or hate, it's a long Brand opus with lots of scenic images and lovely car shots. One thing I really hope it settles is that Sweden isn't a "homogeneous" country so many who have never been to Sweden still believe it is. Far from it. Quite far from it.
Edit: To be clear, everyone you see in the ad works at Volvo.