Nicknamed “ to come back stronger ‘
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- The Saudi announcement of Volvo is generated by AI, without indicated cars and the development moves to messaging.
- AI has reduced production time from month to week, making the process more effective.
- The announcement uses a voiceover to connect his story focused on the Saudi return from Volvo.
In the world of constantly evolving advertising, where companies are constantly trying to outdo themselves with the next great thing, Volvo has launched a curve in Saudi Arabia for two reasons. First, it does not really present a Volvo – or a car of all kinds. Before anyone shoots the conclusions and assumes that it is a new cover of what Jaguar recently did, listen to this: the whole announcement is a creation of artificial intelligence. He could even offer an overview of what we can expect from future brand campaigns.
Entitled “Come back stronger”, the video announcement is a surreal mixture of vague and almost abstract clips. There are close plans for people, individuals who run in the desert and other scenes that seem completely unrelated to everything that Volvo does specifically. What ties all together is the voiceover, which, to be fair, sounds Like a car advertisement, even if the visuals do not correspond.
Read: Even Jaguar designers were not convinced by the controversial brand change, complaints from disclosed letters
Here is the script:
“They say that some dreams are too ambitious but we never believed at the limits. The challenges did not hold us back, they pushed us forward. Each obstacle, each doubt, has transformed us into something stronger because progress does not concern the past, it is what is possible. And what is possible is everything. It is not only a return, it is a return, and together, we produce always come back stronger. »»
So what does all this mean with regard to practical application? Volvo hopes to sell more cars in Saudi Arabia with its new electrified range. It is the long and short of the whole advertising campaign. Again, Volvo Greenlit with zero cars in the video.
It is not clear if Volvo has intentionally chosen to leave cars outside or if it simply had too much trouble making AI generates a really precise Volvo model. According to AdweekOsama Saddiq, the founder of Lion – the agency behind the announcement – said: “It was a difficult decision … to tell a deeply human story through the voices of the Saudi inhabitants … showing that the car would have distracted the story.”
Whatever intention or execution, it is clear that AI may soon become a powerful tool in the automotive world. Even Mercedes’ design chief warned that AI could make the designers obsolete over the next decade.
Lion behind the scenes storyboards show how the company did the job. In addition, he said that by using AI, he reduced the production time for months to weeks. For many brands, this alone could be a sufficient incentive to start experimenting with AI more frequently in the near future.
