It first effort is an online film, ‘Seek Feeling,’ for Volvo’s venerable XC60 SUV, one-time vehicle of choice for Home Counties mummies dropping off the kids at private school.
Will this exhortation appeal to such folk? It’s hard to see Volvo winning over a younger audience with this car.
But let’s see what they’ve come up with. Here’s ‘The Swell.’
Surfers rarely do anyone any harm – think Guinness, although there was a tenuous connection to pouring the drink – but an XC60?
And we could do without silly statements like: “To feel, really feel, is a rare thing these days.”
Is it? How do they know? Is it because we don’t go round dressed like Romantic poets, staring at the skies and dying of consumption? What cobblers.
Volvo, now owned by the Chinese, is betting the ranch on the new XC90, the XC60’s big brother, so this can be seen as a prelude for that and a corporate film for a new, exciting Volvo.
Our own dear Jeremy Clarkson drives an XC90 (or did) when he’s not roaring around in someone else’s Bugatti or Lambo, flicking his dog ends at earthbound peasants. Will this approach appeal to Jeremy?
You can’t say it’s not brave. But that only gets you so far….