A new spot from Volvo promoting its V90 Cross Country is set to a speech by philosopher and thinker Alan Watts from 1959 urging people to "Live fully now."
The ad, by Forsman & Bodenfors and directed by Vincent Haycock at Park Pictures, encourages listeners to reconnect with their youthful passions, showing business professionals escaping from the city and its daily grind by heading off to surf, fish and indulge in nature photography trips. It was filmed in Vancouver, Canada.
Despite referencing a speech from 50 years ago, the spot taps into the modern quest for "mindfulness" and feels very 2017 (indeed, Watts has a huge modern following with podcast and YouTube components approaching ten million downloads.)
Thomas Andersson, vice president global marketing, Volvo Car Group said in a statement about the campaign: "Most of us reach a point in life when we choose a career over being a ski bum or a surfer. 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 the people and passions we love so much and to live our lives to the fullest."