Volvo’s new video “Song of The Open Road” draws inspiration from American poet and journalist Walt Whitman. This video is a departure from typical car ads. Volvo has taken a dramatic approach to storytelling and gives the viewer the feeling of watching a short art film, not an advertisement.
The video begins with a man sitting at a diner working on his laptop. A waitress asks him what he is writing about. As she reads his piece, a voiceover recites lines from Whitman’s “Song of The Open Road” and we start seeing scenes from writer’s life as he explores different places while driving his Volvo S90.
This is the second long form video ad of Volvo after the “Wedding”. The story might be difficult to understand at first but it definitely leaves an emotional impression on the viewer and this is what Grey Executive Creative Director Matt O’Rourke wants.
“Some people say, ‘I don’t get it. I hate it,’ while others say, ‘I don’t get it. I love it,'” O’Rourke says. “That’s the goal: creating a conversation. If it makes people have opinions, I think we’re doing a good job.”
Watch the video below. What do you think?