Volvo moves with the times

Directed by Gustav Johansson through New-Land, this charming spot for Volvo follows a young couple as they stumble through the ups and downs of early parenthood whilst preparing for a new arrival.  

The spot, titled Family Bond, is framed within the narration of their first child, a young boy, who ponders the concept of time as he observes the adults around him using confusing phrases, such as, ‘now is not the time’, and ‘I’ve told you so many times’. 

With immersive and atmospheric scenes, the film invites us into the beautiful, intimate and everyday moments and memories shared between the child and his parents. Despite his limited understanding of time, he comes to the rather philosophical conclusion that although adults know so much about it, they don’t seem to realise that the most important time is now. 

The campaign highlights the brand’s decision to offer paid parental leave for all workers, so employees can make the most of the time spent with their children.