Volvo does not create cars for quick profit or fashion. It creates them for people, to protect them and ensure safety in everyday life. The Volvo EX90 advertisement embodies Scandinavian values, which are reflected in simplicity, authenticity, and care for others.

Scandinavian minimalism — a story without excess

The advertisement begins calmly, intimately. A couple, expecting a child, shares a moment of joy and hope, while also feeling apprehensive about the future. Without unnecessary words, Volvo draws the viewer into this story, allowing them to feel the emotions experienced by the characters. When the man, talking to his mother, shares his thoughts on fatherhood, the advertisement subtly transitions us between the present and the future.

This story is not intrusive — just like in other Volvo creations, everything is narrated with full respect for the viewer. The camera discreetly shows everyday scenes, but in the background, there is a tension built not with words but with images. This is typical of Scandinavian minimalism, which allows the viewer to find the depth of the message themselves. Volvo leaves space for interpretation and emotional response, building a bond with the audience through an authentic story.

Emotions that inspire trust

The main theme of this advertisement is safety — not just technology, but primarily the safety of our loved ones. The heroine of the advertisement, who is pregnant, goes shopping, completely unaware of the impending danger. At this moment, the Volvo EX90 reveals its true value — advanced safety systems that protect us even when we are not aware of the threat. The key moment in the advertisement, where the car detects a pedestrian and automatically stops, saving her life, evokes genuine emotion in the viewer. It shows that sometimes the most important moments are those that did not happen – precisely because of Volvo's technology.

Scandinavian values in Volvo's DNA

In this campaign, Volvo reminds us of its roots and the Scandinavian approach to innovation — to create functional, beautiful things, but above all those that serve humanity and the community. The Volvo EX90 is not just a technologically advanced vehicle, but a symbol of care for others. The brand promotes not only its products but also a philosophy of life that is based on caring for others and taking responsibility for our actions.

Scandinavian values, such as respect, trust, and responsibility, are present in every second of this advertisement. Volvo does not focus on the car itself — it shows how important our everyday lives are, our relationships, and what we want to pass on to future generations. The Volvo EX90 is a car that protects us and our loved ones, and also expresses deep respect for what is most precious in life.

The Volvo EX90 advertisement is a masterful example of Scandinavian minimalism in marketing. It reminds us that the best stories are those that tell of people and emotions, and technology should always serve humanity. Sometimes the most important moments are those that did not take place — thanks to the safety that Volvo provides. It is a beautiful, emotional, and poignant reminder that this brand always puts people, their safety, and future first.

At Byrå Studio, we believe that this approach is key to building a brand. Scandinavian simplicity, authenticity, and a deep care for the well-being of others are values that we also strive to promote in our projects and strategies.