Volvo XC70 Made by Sweden with Zlatan Ibrahimovic

When I saw this new Volvo XC70 Made by Sweden ad on tv for the first time a few days ago, I was very impressed. It’s a full two minute video ad promoting the Volvo XC70 (cross country) SUV. It features the Swedish landscape, and Zlatan Ibrahimovic. Not only that, he tells (in English) the national anthem of Sweden.


All the while, we see images of the Volvo XC70 crossing the beautiful country of Sweden. Icey, snowy roads, mountain ranges and many woods. In the second half of the video, we see Zlatan dive into ice-covered water in a Swedish lake. Bits of football images showing Zlatan closeup are shown in-between scenes as well.

The ad finishes with the Volvo XC70 seen from behind, with the words ‘Made by Sweden’  in the center of the screen. The original ad in Swedish can be found here on YouTube.

This Volvo XC70 Made by Sweden ad is very well made: it gives off the right sense of pride and feelgood. Isn’t that what all ads should do: make people feel good about whatever the ad is promoting? I believe Volvo has succeeded in that with this ad. No features, no range, engine or trim info. Just the car, and the country it came from. Nice.


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