Volvo: S90 Open Road

In this commercial

Grey, New York, did for Volvo another great commercial non-linear storytelling. This time, the advert promotes new Volvo S90 luxury sedan. Narrated by the actor Josh Brolin, the film got inspiration from the poet Walt Whitman and his “Song of The Open Road.” This theme of Volvo’s “Our Idea of Luxury” theme was first introduced in 2015 with the XC90 model.

We’re delighted by the buzz the S90 has created. It’s a beautiful car, thoughtful and thought through with Volvo’s unique Scandinavian design. We love the simple beauty of the Walt Whitman poem and find it, and the intriguing production, a perfect match to our car“, said Bodil Eriksson, VP for Product, Marketing, and Communication.

The campaign will be featured on television and digital.

Production: Iconoclast / Anonymous
Director: Niclas Larsson
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Director: Matt O’Rourke
Copywriter: Walt Whitman
Art Director: Denise O’Bleness
DoP: Jeff Cronenweth
Music Producer: Ben Dorenfeld
Music/Sound Design: Dan Romer
Composer: Alvaro Del Vald
Producer: Lauren Tuttman and Erik Iverson
Assistant Producer: Jacob Herman
Production Company: Iconoclast
Production Company: Anonymous

Road to Inspiration


Another "hard to understand" ad from Volvo.

Heart or Humor9.0
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