The idea
We set out to create a commercial that wouldn’t feel like a commercial at all: an almost four-minute human story with no big logos and the hero product in a supporting role.
By focusing on the people – and the future they are about to build – we made Volvo EX90’s groundbreaking safety technology feel personal, showing that sometimes the moments that matter most are the ones that never happen.
The execution
Our film follows an expectant couple, about to become a family of three. Through a phone conversation between the father-to-be and his own mother, we move between the present day and an imagined future for their unborn child – brought to life through his words.
A future that could all be lost in a split second, were it not for the Volvo EX90 and its Safe Space Technology.
