Lena Torres
Volvo's advertising campaigns have been described as artful and cryptic, with some viewers expressing frustration and annoyance. One such campaign, Song of the Open Road, features a writer at a creative crossroads and is set to a reading of Walt Whitman's poem of the same name. Another campaign, by Swedish agency Forsman & Bodenfors, presents a bleak yet grand vision of the future, where people subscribe to cars instead of owning them. This commercial highlights the darker side of consumerism and capitalism. Volvo has also been criticised for its advertising, with some viewers finding its messages dismal and hypocritical, particularly in the context of environmental concerns.
| Characteristics | Values |
|---|---|
| Ad Name | Does this sound dismal? |
| Product | Car |
| Ad Agency | Grey New York |
| Ad Length | 2:30 minutes |
| Theme | Capitalism, Consumerism, Environmental disaster |
| Target Audience | Millenials and Zoomers |
| Selling Point | Safety, Altruism, Environment |
| Poet | E.E. Cummings |
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What You'll Learn
Volvo's impressionistic advertising approach
Volvo has garnered attention for its impressionistic advertising approach, with its TV commercials sparking diverse reactions from viewers. One notable ad campaign, "Song of the Open Road," stands out for its cryptic and artistic style. Created by Grey New York, the nearly three-minute spot revolves around a writer facing creative crossroads, drawing inspiration from American poet Walt Whitman's work of the same name. The ad, set in a dark diner in the USA, features a writer chasing an invisible muse, a flaming tree in a desert, and a solitary buffalo.
The "Song of the Open Road" commercial has intrigued and frustrated viewers, generating mixed opinions on social media. Some viewers have praised Volvo's unconventional approach, while others have criticized the ad for being too vague or dismal. The ad's extended version features a sombre reading of Whitman's poem by actor Josh Brolin, adding to the overall enigmatic tone.
Volvo's impressionistic advertising strategy is a departure from traditional car commercials, embracing a more subtle and nuanced narrative style. The company has continued to push creative boundaries, as seen in another ad, "Wedding," which sparked similar reactions of intrigue and frustration on social media.
Beyond its impressionistic ads, Volvo has also made bold statements with its campaigns. One notable example is their global commercial addressing consumerism and the potential shift from car ownership to subscription models. The ad, by Swedish agency Forsman & Bodenfors, paints a bleak yet grand picture of modern consumerism, highlighting the endless accumulation of packages and the irresistible lure of advertising.
Volvo's advertising has evolved to appeal to younger generations, focusing on safety and perceived altruism rather than traditional selling points like prestige. The company has also embraced sustainability, with its CEO declaring, "they're all in," signaling a commitment to electric vehicles and a departure from their previous emissions scandals.
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The poet e.e. cummings' influence on the ad
The poet E.E. Cummings' influence on the Volvo ad is evident in the powerful message it conveys. The ad draws on Cummings' spirit of freedom and individualism, reflecting his experience of witnessing and escaping the oppressive nature of an overreaching government. This aligns with the founding principles of America, emphasizing individual rights and freedom from government control.
Cummings' unique perspective on poetry and its essence is also reflected in the ad. In his advice to aspiring poets, Cummings emphasizes the importance of feeling over thinking, challenging the notion that poetry is about knowledge or belief. He describes poetry as a means of expressing one's true self through words, a battle against conformity. This idea resonates in the ad, encouraging individuals to embrace their unique perspectives and voices.
Cummings' unconventional style and experimentation with syntax, punctuation, and visual presentation further influenced the ad's creative approach. His playful use of form, lowercase letters, unusual line breaks, and creative spacing disrupted traditional structures and engaged readers in a fresh and unexpected way. This innovative spirit aligns with the ad's message of embracing individuality and freedom.
Moreover, Cummings' themes often centered on love, individuality, and the beauty of nature, inviting readers to reconsider familiar concepts. His work during the modernist period reflected the artistic innovation and upheaval of the time, challenging rigid conventions and embracing personal exploration. This aligns with the ad's theme of celebrating individualism and freedom of expression.
Overall, the Volvo ad draws on E.E. Cummings' influence in its message, style, and themes. It captures his spirit of freedom, individualism, and unique perspective on poetry, encouraging viewers to embrace their authentic voices and perspectives, much like Cummings' invitation to explore the complexities of modern life through innovative literary techniques.
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The ad's take on modern consumerism
The Volvo ad in question, created by Swedish agency Forsman & Bodenfors, takes on modern consumerism by presenting a bleak yet grand vision of the future. The ad opens with a drone delivering a package, a classic image of modern consumerism, and continues with a woman walking through a house, witnessing the endless piling up of packages and the irresistible pull of advertising. This ad reflects a shift in Volvo's advertising strategy, targeting millennials and zoomers by focusing on safety and perceived altruism rather than prestige and sexiness.
The ad also taps into the spirit of freedom and individualism, reminiscent of the poet e.e. cummings, who fled from the effects of overreaching government. This aligns with the founding of America and its quest for individualism.
However, the ad has received mixed reactions, with some viewers expressing annoyance and frustration. Some have criticized the song used in the ad, while others have commented on the appearance of the actors and the overall theme. Despite the negative responses, Volvo continues to innovate with impressionistic and cryptic ads, such as "Song of the Open Road", a nearly three-minute-long spot starring a writer facing creative crossroads.
Volvo's ad campaign reflects a broader shift in the automotive industry, with the company betting its future on environmental sustainability and electric vehicles. This shift comes amidst controversies, such as the company's involvement in faking vehicle emissions tests, which has led to skepticism about their environmental commitments. Nonetheless, Volvo's ads continue to capture attention and spark conversations about consumerism, freedom, and sustainability.
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Environmental concerns and electric vehicles
Volvo's commitment to sustainability is also reflected in its product innovations. The company is moving away from internal combustion engines and towards electric vehicles, addressing previous concerns about engine reliability. However, one of the challenges associated with electric cars is their silence, which could potentially endanger pedestrians who may unwittingly walk in front of them. To address this issue, Volvo has developed a pedestrian and cyclist detection system for its electric buses. This technology monitors the road and alerts pedestrians and cyclists in the path of the bus through beeping sounds and flashing lights.
While Volvo's recent ad campaigns and product innovations demonstrate a commitment to sustainability, the company has also faced criticism for allegedly faking vehicle emissions tests. This has led to skepticism about the sincerity of their environmental messaging, with some drawing comparisons to BP Oil's greenwashing campaigns following the Gulf oil spill. Nevertheless, Volvo's shift towards electric vehicles and more environmentally conscious advertising reflects a broader recognition within the automotive industry of the need to address climate change and appeal to younger, environmentally conscious consumers.
As Volvo navigates this new landscape, it will be crucial for the company to maintain transparency and integrity in its environmental efforts. By doing so, Volvo can not only contribute to a more sustainable future but also rebuild trust with consumers who are increasingly concerned about the environmental impact of the products they purchase. Ultimately, Volvo's ability to balance profitability with sustainability will determine the success of its environmental initiatives and its ability to remain competitive in a rapidly changing automotive industry.
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The ad's music and visuals
The Volvo ad in question appears to be the "Song of the Open Road" commercial. It is just under three minutes long and features a writer, played by an actor, in a creative rut, who is inspired by Walt Whitman. The ad is set in a dark diner in the USA, with the writer chasing his invisible muse.
The ad's visuals include a tree set aflame in a desert and a lone buffalo roaming. The extended version of the commercial features a reading of Walt Whitman's poem, "Song of the Open Road", by actor Josh Brolin. The poem is described as a somber and distinctly American epic.
The ad's music is a source of frustration for some viewers, with several comments on Reddit expressing annoyance with the song. Some viewers claim they cannot stand to listen to it and have to mute it. Others describe the song as "the worst" and say it makes them "itch". However, it is unclear if these comments refer to the music in the extended version of the ad or to another song featured in a different Volvo commercial.
The ad appears to have sparked divergent opinions, with some viewers intrigued and others frustrated. The ad's unusual approach to advertising, with its impressionistic visuals and cryptic message, may have contributed to the mixed reactions.
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Frequently asked questions
The ad, titled "Song of the Open Road", features a writer who finds himself at a creative crossroads, similar to his predecessors like Walt Whitman. It showcases the darker side of capitalism and consumerism.
The ad opens with a drone delivering a package and then follows a woman as she walks through a house, witnessing the endless piling up of packages and the crush of a crowd pushing through a retailer's door for a one-day sale.
The ad is almost three minutes long.
The ad has received mixed reactions from the public. While some find it intriguing, others have expressed annoyance and frustration, particularly with the song used in the ad. Some viewers have also shared their interpretations and criticisms of the ad on social media and Reddit threads.
