The Getaway Car
Volvo Cars x Alan Watts
Role: Creative strategy
Agency: Forsman & Bodenfors
For the global launch of the Volvo V90 Cross Country, we set out to remind people what they love beyond the pace of daily life. The film posed a quiet but provocative question: If you pause for a moment and look beyond the everyday shoulds and schedules, what did you dream about before life got too busy?
The narration came from the philisopher Alan Watts. Using a 1959 recording of Watts himself, the film layered his reflective words over sweeping imagery to create a invitation to live fully now.
The V90 Cross Country became a metaphor for reconciliation – a car that lets you keep the career and reclaim the passions you thought you’d left behind, with Scandinavian design, comfort and all-road capability.
