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Grey creates its first global campaign for Volvo

30 September 2014
Grey creates its first global campaign for Volvo
Grey London has created its first global campaign for Swedish car brand Volvo since winning the account in December last year.

The new global TV campaign for Volvo’s existing XC60 model is a shift in tone for the car manufacturer, owned by China-based Zhejiang Geely, as it attempts to bring the brand into a more premium space.

The minute-long film titled “The Swell” introduces some of the pillars that will underpin Volvo’s revamped brand positioning.

Described as “quietly epic”, the film focuses on a female surfer paddling her board through dark and stormy waters while a Volvo XC60 sits on the beach in the background.

Volvo XC60 - The Swell from Grey London on Vimeo.

Hollie Newton, global creative director at Grey London, said: “We have an enormous suite of work coming up for Volvo which challenges the conventions of the sector. This is the first. A quietly epic piece of film that, hopefully, makes you feel something.”

Marcus Söderlund, director of the clip, added: “I am working my way through the four classical elements with Grey: last time it was a fire film, now water. The perspective in this film is pretty special; it´s not a first person perspective. The whole way through it’s the viewer’s film and view.

“Working in the element of water is fantastic – there is so much you just can´t predict or control. If you embrace that, you can get imagery you can’t even dream of.”

The campaign is global creative director Hollie Newton’s first for Grey since joining from Wieden + Kennedy last year.

Related Stories:
Ribena appoints Grey London to global ad account
Tor Myhren appointed global chief creative officer role at Grey
Grey Hires Lampertius as shopper marketing chief

Laura Bracher, London

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