Volvo’s haunting version of The Sound of Music’s ‘My Favourite Things’ shares a lesson about being owned by your possessions.
Keeping to the song’s theme of listing possession, the two-and-a-half-minute video begins with a delivery truck full of brown paper packages before entering into a fast-paced montage of televisions, mobile phones and advertising.
The fast-paced nature of the video reflects the speed in which society moves from one trend to another and in turn, how people move on from one item to another.
Watching it all unfold, as if from a sideline, is a woman driving a Volvo who, at the end of the video, steps out of the car to stare into the city from which she has escaped. Meanwhile, the words ‘By not owning things you are not owned by things’ appear on the screen with the purpose of showing that the new Volvo XC40 is a car to be subscribed to, not one to own.