Feeling Good – Volvo 2015 | Clapboard Ad Archive

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New beginning - Volvo | Clapboard Ad Archive

Volvo’s 2015 brand campaign New beginning, conceived by Forsman & Bodenfors, brings together the automotive leader and globally celebrated Swedish producer Avicii in a deft fusion of cultural storytelling and brand purpose. The campaign orbits around a modern reimagining of Feeling Good, chosen at Volvo’s proposal and reworked by Avicii with vocals from Audra Mae, serving as both an emotional centerpiece and a narrative device. The film, shot across meaningful sites in Stockholm and Osterlen, deliberately pulls audiences into Avicii’s real-life story — a period of professional pause and personal renewal following years of relentless touring. Rather than relying on overt automotive persuasion, Forsman & Bodenfors crafts a narrative in which Volvo becomes the silent enabler of new beginnings, expressing through Avicii’s journey a brand philosophy centered upon safety, well-being, and authenticity. By explicitly integrating Avicii’s family and close friends, the campaign subtly conveys the importance of support systems, resonating with a contemporary audience seeking brands with substance beyond the product. Addressing consumers on an emotional and aspirational level, it aligns Volvo’s Scandinavian minimalism and ethos of reliability with the universal appeal of self-reflection and transformation. Strategically, this partnership leverages cultural affinity — Avicii’s international fame and deep Swedish roots channel authenticity, while the film’s cinematic lens on local landscapes evokes national pride without resorting to cliché. Evidencing significant cultural traction, the campaign surpassed 45 million views, illustrating the global resonance of its renewal narrative. In line with Clapboard’s FORMAT#8 — Ongoing Characters or Celebrities — the campaign capitalizes on Avicii’s enduring public persona to build brand recall and contemporary relevance, exemplifying a creative approach that transcends the conventions of automotive advertising. The campaign earns 86/100 in Clapboard's global creative archive. As legacy brands increasingly compete through narrative-led partnerships, New beginning demonstrates how aligning an automotive identity with themes of cultural renewal and personal wellbeing enables differentiation in an oversaturated category.

Credits

Client

Volvo

Agency

Forsman & Bodenfors, Forsman&Bodenfors, Sweden

Category Mind Map

48%

Volvo’s “New beginning” campaign leverages the narrative of personal renewal to embody the brand's promise of resilience, authenticity, and fresh starts. By partnering with Avicii, a globally renowned Swedish artist who publicly paused his demanding career to recharge and reinvent himself, Volvo aligns its automotive identity with themes of well-being, balance, and transformation. The campaign subtly underscores Volvo's values of safety and reliability, not just in a physical sense but as a foundation for personal growth and new chapters in life. The market strategy capitalizes on a culturally relevant insight: modern consumers increasingly seek brands that reflect deeper life values beyond product functionality. The creative approach integrates Avicii’s emotional journey through a reimagined version of “Feeling Good,” enhanced by personal visuals filmed in meaningful Swedish locations. This narrative-driven digital campaign appeals to Volvo’s target audience by fostering emotional engagement through a story of renewal and authenticity rather than explicit product pushes. Additionally, the collaboration with a celebrated local figure like Avicii grounds the campaign in Swedish identity, reinforcing brand credibility and emotional resonance in Volvo’s home market. By blending music, personal storytelling, and brand values, the campaign crafts a nuanced connection that positions Volvo as a partner in life’s pivotal moments, subtly differentiating it in the competitive automotive landscape.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers on Avicii, a globally recognized Swedish DJ and producer, partnering with Volvo. The narrative leans heavily on his celebrity status, telling his personal story of renewal and highlighting key moments from his life. Volvo positions itself alongside Avicii during this transformative "new beginning," aligning the brand image with his creative journey. The collaboration uses Avicii’s fame and ongoing public persona to drive emotional resonance and brand memorability, fitting the “Ongoing Characters or Celebrities” format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. BMW – Positioned as a premium automotive brand that combines sporty performance with luxury and cutting-edge technology, BMW emphasizes driving pleasure and innovation, targeting a sophisticated, performance-oriented customer base. 2. Audi – Audi markets itself as a leader in design, technology, and quattro all-wheel-drive performance, offering a refined luxury experience with a focus on advanced digital interfaces and progressive styling. 3. Mercedes-Benz – Known for its luxury and comfort, Mercedes-Benz emphasizes superior craftsmanship, cutting-edge safety features, and innovative technologies, aiming to deliver prestige and a premium driving experience. 4. Volvo – (For context) Volvo distinguishes itself with a strong emphasis on safety, Scandinavian minimalism, sustainability, and family-oriented vehicles delivering comfort without sacrificing performance. 5. Lexus – Lexus competes with a focus on refined reliability, customer service excellence, and hybrid technology innovation, blending luxury with efficient performance to attract discerning buyers seeking quiet sophistication.

Q: What is New beginning about? A: New beginning is a 2015 digital campaign created by Forsman & Bodenfors for Volvo in the Swedish market, featuring a creative partnership with renowned artist and producer Avicii. The campaign centers on a reimagined version of the classic song Feeling Good, produced by Avicii with vocals by Audra Mae. Filmed in Stockholm and Osterlen, the video intimately documents Avicii’s personal journey of renewal after years of intense touring, highlighting moments with his family and friends. The campaign uses Avicii’s story to align Volvo’s brand with themes of resilience, authenticity, and fresh starts within the automotive sector. Q: What creative device does New beginning use? A: New beginning employs the Ongoing Characters or Celebrities format, as classified by Clapboard’s 12-format taxonomy. This approach leverages Avicii’s global celebrity and personal narrative to drive brand recall and emotional resonance. By centering the campaign on Avicii’s transformative journey and integrating his public persona, Volvo positions itself alongside a figure of cultural relevance, fostering a deeper connection with audiences. The use of a recurring and recognizable personality is a strategic device to enhance memorability and reinforce the campaign’s themes of renewal and authenticity. Q: What is the campaign proposition for New beginning? A: The campaign proposition for New beginning positions Volvo as a brand that champions personal renewal, resilience, and authenticity. By collaborating with Avicii, who publicly stepped back from his demanding career to recharge and reinvent himself, Volvo communicates a message of well-being, balance, and transformation. This narrative-driven approach appeals to modern consumers seeking brands that reflect deeper life values beyond product features, aligning Volvo’s identity with safety, reliability, and the promise of new beginnings. The campaign’s emotional storytelling and Swedish cultural grounding reinforce Volvo’s credibility and relevance in the automotive market. Q: How does New beginning rank in Clapboard's archive? A: In Clapboard’s global ad archive, New beginning holds a Clapboard Campaign Score of 86/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Volvo's category? A: In the automotive category, Volvo competes with brands such as BMW, which emphasizes premium performance and innovation for a sophisticated audience; Audi, known for design leadership and advanced technology; Mercedes-Benz, which focuses on luxury, comfort, and safety innovation; and Lexus, which blends refined reliability with hybrid technology and customer service excellence. Each of these brands targets consumers seeking a distinct blend of luxury, performance, and advanced features, shaping the competitive landscape in which Volvo operates.