While Volvo is owned by a Chinese automaker, its marketing slogan is Made of Sweden. And its latest ad campaign celebrates the photogenic misery of the northern winter.
Sweden—and Scandinavia in general—is so hot right now, whether it’s food, design or music, so it’s not surprising it would continue to focus on this connection to its homeland in its marketing. And while Sweden lost the the fjord lottery to Norway—and while we in New Zealand are spoiled when it comes to natural grandeur—there are some beautiful scenes in the four-minute film (as well as the requisite shots of cars).
The song is ‘Vintersaga’ by Amanda Bergmand.