- Volvo Cars launches the V90 Cross Country inviting people to discover and add passion to their lives
Volvo Cars launches the all-new V90 Cross Country with a direct invitation to the world: to rediscover the passion in their lives and make it part of their everyday lives. This is exactly the spirit of Volvo's advertising campaign for the new model.
According to a recent international survey by Volvo Cars, six out of ten people worldwide want to spend more time outdoors - with hiking, running and cycling topping the list. Of those who feel they find it difficult to prioritise their hobbies, most (68%) reported that work takes up too much time in their lives. In response to these findings, the campaign Volvo Cars is running for the V90 Cross Country encourages people to rediscover the passions and adventures they once loved and prioritised.
"Most of us reach a point in life where we are fully committed to a career and don't find the time we would like to spend swimming, skiing or surfing. For some people this can mean losing their sense of adventure as they settle into a comfortable life. This campaign reminds us that now is the time to reconnect with people and the things we are passionate about and love dearly. To live life in its entirety," says Thomas Andersson, Vice President Global Marketing, Volvo Cars.
Drawing inspiration from the popular late British philosopher Alan Watts (1915-1973), the new campaign encourages people to rediscover the forgotten passion in their lives, redefine their priorities and live more in the "now".
"Without using clichéd images of the countryside and without showing off-road capabilities, the V90 Cross Country is presented as The Getaway Car - ideal at motivating people to escape from their busy lives and achieve the much-needed work-life balance," explains Thomas Anderson.
The commercial was shot in and around Vancouver, Canada. The camera follows four people from the business world reconnecting with loved ones and rediscovering their old passions as they leave the city behind in a V90 Cross Country to indulge in surfing, fishing and enjoy photographic excursions in nature.
The images take on a new dynamic as they are linked to Alan Watts' iconic 1959 speech "Live Fully Now": the philosopher discourages people from living for a future state, urging them to live in the moment and be more concerned with what they love. The message is clear: "You Can't Live at All, Unless You Can Live in 100% Now."
-The campaign is closely linked to the messages of the popular British philosopher Alan Watts
Alan Watts (1915-1973) was a British philosopher, widely known for his interpretation and dissemination of Eastern philosophy to Western audiences. By the end of the 1960s, he had become a counter-conformist celebrity who travelled around Europe and America to deliver inspirational speeches to the general public. He wrote 25 books and his audio library contains more than 400 speeches. Today he is more popular than ever, as his 10 million downloads of his audio clips show. His ideas are particularly prevalent in the global community of outdoor enthusiasts. His son, Mark Watts, has taken over the management of his legacy.
