What makes Volvo’s advertisement impactful?

Conversely, Volvo’s reemerged September 2024 EX90 ad has been praised by numerous individuals for its focus on family values, security and emotional narratives instead of extravagant imagery.

Directed by Interstellar and Oppenheimer Cinematographer Hoyte van Hoytema captures the nearly four-minute advertisement that narrates the journey of a man discovering he is going to be a father. As he envisions his daughter’s future, the story transitions to highlight Volvo’s safety features safeguarding his wife and unborn child in the present time.

The advertisement concludes with the phrase: “Created to be the most secure Volvo vehicle ever produced. For life.”

Individuals such as Tom Pogasic of CatholicVote praised the advertisement on X, describing it as “the most stunning ad I’ve ever encountered.” Guillaume Huin, senior marketing director at McDonald’s, furthermore lauded the advertisement as “fantastic,” recognizing its unique duration and style while also mentioning that “each remark beneath the advertisement indicated it instantly placed Volvo in their list of considerations.”

Volvo is not the sole enterprise adopting a pro-family stance in today’s advertising environment. Apple, a renowned global brand celebrated for its ingenuity, has recently introduced a commercial for its AirPods Pro 2 product named “Heartstrings.”

Apple’s newest advertisement focuses on a dad with hearing impairment. As his child unwraps a gift on Christmas morning, muted sounds illustrate his struggle with hearing to the audience. He then reminisces about moments from his daughter’s childhood filled with the same muted sounds, before activating the hearing aid functionality on his AirPods Pro 2. With his hearing becoming crisp, the father is now able to completely participate in the moment, listening closely as his daughter plays “Our House” by Crosby, Stills, Nash & Young on her guitar.

Showcasing its user-friendly technology and functionalities for individuals with disabilities, Apple’s pro-family and pro-parenting advertisement garnered more than 17.7 million views on X and received significant acclaim for its touching narrative and impactful storytelling.

The impact of cultural changes on branding

This signifies a subtle yet significant change in a larger movement where prominent companies, such as Apple — which has often faced allegations of embracing “wokeness” over the years — are progressively positioning themselves in accordance with cultural principles that appeal to a more conventional, family-focused demographic.

In an environment where advertising is increasingly focused on culture alongside commerce, the family-oriented campaigns of Volvo and Apple sharply contrast with Jaguar’s daring rebranding attempts.

The reaction to these advertisements indicates that, amid increasing polarization and “culture wars,” there persists a considerable demographic that opposes a “woke” storyline in marketing. Conversely, the emphasis of the latest commercials on pro-life, values centered around family provides a welcome contrast to the politically motivated messaging observed in other places.