Every so often we come across a really amazing example of video marketing and we just need to share it with you. Volvo’s latest video is one of those.

Video Transcript:

Hey guys! We just discovered this awesome video from Volvo and we really wanted to share it with you. Take a look, and I’ll catch you on the other side.

My goodness, don’t you remember when you went first to school. You went to kindergarten and kindergarten, the idea was to push along so you could get into first grade. And then push along so you could get into second grade, third grade, and so on going up and up. And then you went to high school and this was a great transition in life and now the pressure is being put on. You must get ahead, you must go up the grades and finally be good enough to get to college. And then when you get to college, you’re still going step-by-step, step-by-step, up to the great moment in which you’re ready to go out into the world. And then when you go out into this famous world comes the struggle for success and profession of business. And then, suddenly when you’re about 40 or 45 years old in the middle of life, you wake up one day and say “huh? I’ve arrived.” And while it is of tremendous use for us to be able to look ahead and to plan, there is no use planning for a future which, when you get to it and it becomes the present, you won’t be there. You’ll be living in some other future which hasn’t yet arrived. And so, in this way, one is never able actually to inherit and enjoy the fruits of one’s actions.

You can’t live at all unless you can live fully now.

Wasn’t that video amazing? One of the reasons I love this video so much is that it uses original audio from the philosopher Alan Watts’ talk in 1959 called “Live Fully Now”. This video teaches us that brand videos don’t have to be a ramble of features or a laundry list of benefits. They can, and often should, dig deeper. Volve did an incredible job of digging deeper and letting the story speak for itself. So now I want to know, what do you guys love about this video? Tell me in the comments below!

Kimbe MacMaster

  • Casey De Stefano

    It sold a lifestyle and thought process that everyone wishes they could practice and have. It showed that these people do have success monetarily and mentally and that people like this own Volvos and without hitting you over the head with it…they make you think if I own a Volvo I can be like that too. Really great advertising.

    • Kimbe MacMaster

      Exactly, Casey! You hit the nail on the head.

  • Jon Westover

    I love this video. It resonates with most likely 99% of people out there. At least that’s what I think. The real question is, what is the impact or results this video drove for Volvo?

    • Kimbe MacMaster

      You’re right, Jon. And I’m trying my darnedest to find out the answer to that! I’ll keep you posted!

      • Jon Westover

        Great. Definitely let me know.

  • Tres Scribe

    This video is not great Kimbe. I am sorry to say. It is “stock creative.” By that I mean we’ve all seen this commercial tone before, the “inspirational speech” from a famous thinker. It is equivalent to Hollywood making the same old “underdog team that wins against all odds” film in different incarnations.Probably done by some all ol’ [white] male team at a big agency. Very, very boring. The really phoned in creative this time.

  • Eva Siabanopoulou

    This is a great video indeed. Technically and production wise speaking it is a masterpiece. Although I will agree with Tres. We’ve seen it before. And we’ve seen it from beverages, detergents and running shoes. Seriously, if you didn’t say it was Volvo from the beginning, up until the cars showed up I would’t be sure if the product was Johny Walker of P&G. So I guess the real question is what Jon said, what was the objective and what is the impact for Volvo?

    • Kimbe MacMaster

      That is definitely the question. We’re looking into it. I’ll let you know if we find anything out!

  • I believe the video is a contradiction to this excerpt from Alan Watts. To buy a new Volvo and take that depreciation hit is to stay in a trance chasing the next thing. You are marketing and selling a dream that if effective does exactly what Alan warns against. Anyone else see this?

    • Kimbe MacMaster

      Hmm … that’s an interesting point of view, Mike. I saw the purchase of the Volvo more as an enabler to be able to do the things you love and enjoy the moment. It gets the Dad and his daughter to the ocean to go surfing together and gets the woman to her happy place with her kayak. In essence, buying a Volvo allows you to enjoy the moment.

    • Lloyd

      Gee, Mike, buy the damn Volvo, enjoy it and forget the “hit.” There will always be “hits”, life is full of them. Go surf, fish, kayaking. Or whatever. Have some fun.

      • The speech highlights our constant need to chase the next thing to the extent that life passes us by. The point of this type of marketing isn’t to serve, or deliver value to a community. It’s to inspire a want or a “chase” which is the vary thing the piece wants people to recognize.
        I enjoy not having no credit debt. Also you can throw a rack on a Ford Tempo and do the above hobbies.