Volvo celebrates non-drivers

Two wheels (or legs) good, four wheels bad, could almost be the message in this clever trio of films, directed by Sheila Johansson through New Land, for the Volvo XC40 model. 

Yet the thinking behind the concept, created by Forsman & Bodenfors/Gothenburg, is that cars should be safe for everyone, not only those inside them and, thanks to the XC40’s advanced cyclist and pedestrian detection tech, the roads can be shared by all. 

The films, Runner, Cyclist and Pedestrian, each have a VO from British-Jamaican singer Mahalia that seem at first to be describing an enjoyable spot of motoring – "a state of flow, of effortless motion. A sense of freedom; with every mile you clear your mind." Yet these experiences are then revealed to be those of travellers getting around by strolling, sprinting or cycling. 

Hampus Elfström, copywriter at Forsman & Bodenfors says: ”Cars should adapt to cities and the people who live there, not the other way around. And that’s exactly what we wanted to highlight with this campaign. From a creative standpoint, the sound design, the reveal, and the writing were meant to celebrate everyone we share the road with. No matter if you’re a cyclist, runner, or just walk around the city listening to music.” 

Mahalia ends with the message: “The streets belong to you”. As the US, hopefully, is looking forward to a new era of sharing and inclusivity, it is a message of unity and tolerance that rides well.