What comes to mind when you think of Volvo?
It's "safety." I watch it when it's safe, and why is that?
Because their cars are incredibly strong?
Did you make tea using iron plates?
In fact, when it comes to collision testing, it's actually not that hard or brittle than other companies.

And yet why does "safety" come to mind? That's because Volvo has been marketing it with intent for years.
That's why the brand itself encouraged them to think of safety.
Now that it's like this, I can even think of safety just by looking at the Volvo symbol.
Volvo has made a lot of videos over the years that treat 'safety' as the most important value.
This video is a video of something different from those videos. So I look it up whenever I think of it.
Let's see why.

First of all, Volvo knows the direction they need to go.
There are so many automotive giants in the world. None of them have ever emphasized safety.
BMW emphasized the fun of driving and Porsche emphasized technology and history.

Of course, safety is of course important. One of the essence of a car is to transport people from A to B safely.
However, it is difficult to be faithful to this essence.
Any brand can talk about safety and emphasize it.
That's why persistence is important.
Talking about safety over the years and their true feelings about its value.
This video is a well-designed video that everyone can relate to and accept emotionally while talking about it.
To be honest, this video shows Volvo's "forward object recognition system," which has only one function.
But this video doesn't just say that.
Even if you say the same thing, there is a huge difference in consumer acceptance depending on how you say it,
Volvo never focused on just one function.
First of all, Volvo would have liked to say that his car was really safe.
And how good is the 'forward object recognition system' they have.
But I didn't think it was important to emphasize excellence alone.
I was wondering why this feature came about.
I tried to link it to the value of safety. That's why the story below was born.
The first child to enter elementary school is depicted in a brilliant life with joy, sorrow, and pleasure,
The story is that this life may have ceased to exist due to a single accident.

It shows that we developed this "forward object recognition system" for situations where it shouldn't happen, so that it doesn't happen. So it's a video where everyone can feel how much the Volvo brand is serious about this function and, by extension, about "safety" in saving people.
The last Tegrine is impressive,
Sometimes the moments that never happen matter the most
In literal translation, "Sometimes situations that should never happen may be the most important."
It's a situation where an accident should never happen,
Most importantly, it means we care not to let that happen.
In fact, this video is very long, with a total of three minutes, so when I watch the video, I just keep watching a child grow up without thinking about it. By getting into him.
But with a twist at the end that all the brilliant life that this kid encounters (if there was an accident) might not actually happen,
You show them their function in a calm way, so you can sympathize with the brand's philosophy, even if it's not because of this function,
It gave the brand a more reliable effect.
I think the director of this video is the director who knows how to move people's emotions and elevate them better than anyone else,

First, the magnificent and cinematic scenes were properly filmed, making it impossible for the viewer to look away,
Second, it showed a child growing up and achieving achievement dramatically with the climax like in the movie.
(with the climax of the music from 2:15)
I tried to give a feeling that this girl's overall life was brilliant by showing her various kinds of achievements such as work, love, and childbirth.
Finally, using violin-based music to drive this story in a very emotional way is one of the things that this director did well.

Story-wise, the part where I felt like I had a lot of worries was that the child in the last scene could be hit by a car. In order to give a strong unexpected impact
From the beginning of the video (so lightly that it doesn't interfere with the main story) it's completely irrelevant
I started showing 'new woman driving to work'.

Why did she show this woman from the beginning? There are two reasons.
One was to suggest that this woman could be the very "you" watching this video
The second is Volvo's advertising video, so it was also a medium that could properly show Volvo cars.
What would happen if you watched this story and said, "Oh, do I have to put this girl in? I don't want to show her?"
You can't pick up that growing kid in a Volvo car.
So it was hard to draw the overall story itself in an impactful way.
That's why her presence was so important, it was important to balance the main story so well that it didn't harm the flow, and I think the director did it well.

But one more time here, the director just didn't want to show this woman.
I wanted to give this woman a hint that she could have done enough. So these are the cuts that are inserted in the middle.
It implied that the woman was in a tired situation at the moment, and crucially, she made the mistake of spilling her coffee. (This is all a build-up for the end)

It's something that anyone in a car can do.
The reason why showing these scenes is important to the brand is that when you look at them, you can unconsciously give them the perception that they know the people who watch. They understand it well.


Actually, it's a cut that has nothing to do with the main story. But the reason why it went in was very clear.
Despite making the storyboard as perfectly as possible, the production team and the director must have been disappointed.
I'm afraid that the scenes and actions of this woman will reduce the concentration on the main story.
So that's how this girl talks to her mother.
So this main story took center stage until the end and led the consumer.
I think that's one of the things this video did well.

When we wrap this up..

You can see a lot of worries and signs of effort in this video, such as how to express them, right?
The more gimmicks, directing, and devices there are, the more likely the video is to go to the mountains.
It's very important to hold it well, but I think it's very difficult to get a single good video because it's all mixed well.

The production team and the director did a good job of it, and it was impressive that no other video could ever give.
If you load a rope or bucket on a ship on one side of the sea, the ship tilts and eventually falls.
Just as it is important to preserve the original taste of the ingredients while adding proper seasoning and seasoning when cooking,

In this advertising industry, I think it is very important to have a production team and a director who is good at it but has the ability to be faithful to the brand and essence.
Rather than just a production team or director who shows off only what he is good at filming, directing, and creative things.