When you're done watching the video, what's the ultimate thing that Volvo wants to say? When you think about it,
It's the "Lane keep assist" function.
But the video didn't show it as it was on the surface.

Just like the 'The moment' video covered in the previous review, I found a crucial moment in my daily life that needed this function.
This feature never comes out until the critical moment. In the "The Moment" video, the feature only shows once at the most critical moment. The logic is the same for this video.
Lane keep assist showed us at a very important moment that it's a really important function.

All the other cuts are for this build-up.
What the director did well here was that he embodied our daily lives really well.

Even the title of the video isn't 'Volvo – The lane keep assist system'.
It was "The Parents".
I know Volvo.
That advertising new features is not the answer. Rather, it's right to talk about why it's necessary.
Apple knows this and Volvo knows this.
I think this approach is one of the good ways for video to move and impress the mind.
Let's take a look at the story.
I took a close-up of a parent with a child, the main character of this video.
At the time of having a child, I started showing my busy daily life as a parent.
The point here is that you can portray your busy parents in a realistic and authentic way,
One more hint about Volvo's basic brand value, 'safety'.
(The sincerity came out again, right? One of the most important items in touching haha)

In fact, I could only show you taking care of your child. But the fact that they put in the following scenes.
You can tell how tall the production team and director are by looking at this, right? These scenes can unconsciously put two things into consumers' heads.
- This is Volvo's video that puts "safety" first and the value of "safety" is really important
- And the car they choose to ride, which puts the value of "safety" the most important, can be seen.
In that sense, they were very important scenes.
Next, to give consumers the perception that their parents are always tired due to their repeated daily lives, we showed them their tired parents and repeated daily lives faster by applying the time-lapse technique that makes them think they must be really busy.

In fact, the timelapse technique has a rhythm, and in this video, I think it was very effective to use timelapse when showing it again because I've already shown similar scenes in the front (the ones where parents take care of their children and shop for baby products at the mart).

The scene that is usually viewed as a time lapse has the disadvantage that it is difficult to recognize what the scene is when you feel that this is your first time, but one of the good things is that you already know it well and maximize your strengths.

In fact, it was more important to make consumers aware of the premise that 'parents are really hard. I'm tired' than this.
That's why the expressions of parents who are tired were emphasized and shown more as they went to the climax.
And then eventually comes the decisive moment.


Just looking at this scene, I can feel what's going to happen.
Volvo's car comes out and the "very tired" parents in the car come out.
Then I have a gut feeling that a dangerous situation can be created.

At this critical moment, it's finally Volvo's turn to perform. Just once is enough.

All the situations and build-ups I showed you earlier were for this one scene.
If it's just a functional video, you can start with this scene, show the Lane keep assist function, and say, "Don't doze off. Volvo will help you." LOL
But it's never like this.
I knew that if I just showed it like this, it couldn't be a moving or moving video..

So the video ends with the feeling that parents can be happy with their families again by showing this function only once in this critical moment.
One last thing I want to say here is

It's the role of music.
In fact, the overall story of this video could be a little dark and negative.
It's because there are a lot of struggling parents, and even the decisive moment is the moment when the car stumbles. What all these scenes feel like is a little heavy and more like Native. Humans instinctively like positive things and tend to look for more, but most of the scenes are close to Native, so it was necessary to play a role in neutralizing this to some extent, and that's the music used in this video.
Music is a country genre to a certain extent, but I think I did a good job of preventing the video from getting too dark by using music that has a very warm feeling.