Volvo continues its "Made by Sweden" campaign with a very breathtaking spot that, if a certain red-headed CEO of Adland saw, would inundate me with a bunch of geographical facts and cities and areas I can't pronounce that usually sound like HOO-Da-Svar or Skan-Ska_DOO-den.
Anyway, it's a very beautiful piece and it's so Swedish it almost makes me forget that Volvo was struggling so much it was bought by a Chinese billionaire a few years back with a big goal of expanding Volvo's market share in China. Not that there's anything wrong with that, of course. Just like there's nothing wrong with IKEA waving its Swedish flag although it's been headquartered in The Netherlands (for tax purposes, I assume) since 1983.
I just find it quite interesting that when brands are in trouble (as Volvo was, hence the buyout) they suddenly go back to their roots as a marketing strategy. Makes one think if they hadn't left their roots to begin with, they wouldn't have struggled so much. But you know how it goes. New CEO's of car companies, and new CCO's of ad agencies always need to leave their greasy thumbprint on the work, otherwise they can't feed their egos.
We'll see if all the snow and the song "Vintersaga,” by Amanda Bergmand and breathtaking cinematography moves the audience, outside of China and Sweden to start buying again. If they started selling the 1972 1800e again, I'd buy one tomorrow. I see some originals driving around L.A. all the time and they stick out in the best way possible.