Volvo: The Promise

“Our Vision is that by 2020, nobody should be seriously injured or killed in a new Volvo car,” says Håkan Samuelsson, CEO, Volvo Cars. It's a unique and ambitious vision coming from a company head and this ad created to communicate the message highlights the need for such aim.

In the film, the XC90 SUV model features and the ad sees the Swedish car company take another step towards a safer future for all road users and not just drivers by illustrating the potential hazards of a journey and making us think about the most important thing that should be considered when it comes to a car's design - people.

The film, told through the voice of a child passenger, was created by Forsman & Bodenfors in Gothenburg and produced by New Land with director Niclas Larsson.