Volvo’s Heartwarming EX90 Ad Wins Hearts Amid Criticism of Jaguar’s Rebrand

A two-month-old Volvo ad has surged into the limelight, drawing praise for its pro-family values as Jaguar’s recent rebrand faces backlash for being labeled as “woke.” The Volvo ad, a 3-minute, 46-second masterpiece, was directed by Oscar-winning cinematographer Hoyte Van Hoytema, known for his work on Christopher Nolan’s films like Oppenheimer and Interstellar. It highlights the safety features of Volvo’s newest offering, the fully electric SUV, the EX90, emphasizing its commitment to being “the safest Volvo car ever made. For life.”

A Story Rooted in Emotion
The ad begins with a tender moment—a couple exchanges a meaningful glance before the woman, pregnant, shares the news with her partner’s mother. What unfolds is a universal story that resonates with first-time parents worldwide—the mix of fear, hope, and responsibility that comes with nurturing a new life.

The soon-to-be father expresses his apprehensions to his mother, confessing his fears of sleepless nights, the enormity of parenthood, and the journey ahead. The mother reassures him with a simple yet profound promise, “We’re going to help with all that,” highlighting the unwavering support of family—the village that helps raise a child.

The narrative progresses through the milestones of the couple’s daughter’s life, from her birth to adulthood. The ad intertwines family values, safety, and reliability, hallmarks of Volvo’s brand identity, leaving viewers captivated by its emotional depth and authenticity.

Social Media Reactions
Social media has been buzzing with praise for Volvo’s ad, with netizens applauding its heartfelt storytelling and relatability. Many are celebrating it as a refreshing departure from conventional car ads, setting a new benchmark for emotional advertising in the automotive space.

In contrast, Jaguar’s recent “Copy Nothing” campaign, which introduced a sleek minimalist logo and a futuristic, progressive aesthetic, has drawn criticism for being out of touch. Featuring a diverse cast in bold, techno-inspired outfits, the campaign lacked a focus on the iconic luxury vehicles Jaguar is known for, leaving audiences divided. While it sought to attract a younger, trend-focused audience, it was perceived by some as disconnected from the brand’s legacy and authenticity.

Volvo’s Winning Formula
Volvo’s EX90 ad stands out for its remarkable ability to weave genuine human emotion into an automotive campaign, subtly connecting its state-of-the-art safety features to the profound responsibility of protecting loved ones. The contrast with Jaguar’s campaign underscores the enduring power of authentic storytelling over avant-garde branding efforts.

Author: Sania Khan