How did this come about?

Taylor Garries Branding, Creative & Art Direction

How did this come about?

/Observations/,

Sometimes I see ads and I wonder what the pitch meeting looked like. This ad for Volvo is pretty fantastic, but for the life of me I can’t figure out why. It’s such an odd collection of elements, especially when you consider the likely audience for the ad:

  • Gold Volvo Trucks
  • Jean-Claude Van Damme doing the splits
  • Enya
  • An aircraft runway in the desert, at sunset

I’m not sure what the audience for these Volvo trucks is like, but I can only imagine that the client demanded an ad designed to go viral. Still, I enjoy the ad. It’s got a certain grace to it.