Size matters for Volvo

This new campaign for Volvo zeroes in on the new EX30's size, seeing as it's the smallest SUV the car manufacturer has ever made. 

Created by AKQA Gothenburg and directed by Joshua Stocker through The Mill London, the campaign highlights how the fully electric car is built from the ground up to be more environmentally friendly, with clever design work to maximise the space inside whilst also having a smaller overall footprint.

There are two main elements to the campaign, both of which play with scale. The 60-second spot [above] sees the car integrated into the driver's experience as it zips along dashboards and beneath pedals, while in the five minute 'unboxing' video [below] we see Jim Rowan, Volvo's CEO, explain the car's features, safety elements and space saving design, all cleverly manipulated to play with our perception of scale.