Volvo’s new V90 takes to Scandi-style Highlands and Islands for Cross Country launch

Volvo is launching a Cross Country version of its new V90 estate, aimed at people who want to traverse the odd field but don’t want to drive a tank around town.

Very nice it looks too in this Scandiwegian-style launch campaign. From Omnicon-owned Redwood, which now describes itself as a content marketing agency, and Scotland’s LS Productions, known for its location filming.

Quite why anyone would want to drive across Scotland in such horrid weather is beyond me but the heroine of the ad is a photographer so maybe it makes sense.

It’s “running footage” as we keep saying about car ads but that’s fair enough if you need a butch estate.

MAA creative scale: 7.

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