Song of the Open Road

Every business sedan ad looks like the last one — boardrooms, slow-motion shoes, drone shots over highways. Volvo's idea of luxury is closer to inspiration than indulgence. So we cast accordingly.

For the S90 launch we made a brand film about a writer grappling with creative block, set against Walt Whitman's "Song of the Open Road."

Inspiration, freedom, self-discovery — the values already sitting inside Volvo's "Our Idea of Luxury" positioning, finally given something to be about.