Volvo Cars collaborates with DJ and producer Avicii for a fresh global marketing campaign out of Forsman & Bodenfors entitled “A New Beginning” in celebration of their shared Swedish heritage.
The latest chapter in Volvo’s “Made by Sweden” campaign kicks off with a four-minute music video directed by fellow Swede Gustav Johansson set to Avicii’s reworking of Nina Simone’s 1964 anthem “Feeling Good,” created specifically for the project. The new arrangement takes the classic to unexpected places with the addition of Avicii’s production and hauntingly soulful vocals by Audra Mae.
The film was produced by Scandinavian production company, New Land, and follows the 25-year old Stockholm-born Avicii (born Tim Bergling) traversing the idyllic landscapes of his native Sweden in the new Volvo XC90. Shot on location in Stockholm and other places of personal significance to Avicii, such as Österlen, the film tells his own story of renewal, following several years of hard touring. The video also features members of his family and close friends.
