Volvo Cars debuted a spot during the 95th Oscars broadcast Sunday on ABC that pays homage to the the movie workers behind the scenes.
Instead of hiring actors to star in its film, Volvo Cars chose to work with professionals such as the stunt performers, best boy grips, and lighting technicians who are essential to film production.
“Each one of these individuals plays an integral role in creating safe spaces on set that enable the incredible achievements that were celebrated during this year’s Oscars ceremony,’ said Janique Helson, head of brand marketing at Volvo Car USA, in a statement.
The 60-second spot from Grey is an extension of Volvo Cars’ “For Life” global brand campaign, which broke in February.
“Celebrating Safety Behind The Scene” was produced by Disney CreativeWorks and shot at Disney’s Golden Oak Ranch in Los Angeles, a studio backlot that has been a fixture of film and television production for decades.
The spot will run in broadcast six times over the next two weeks across "Good Morning America"’s Oscar’s Recap, Jimmy Kimmel and "The Bachelor" finale. Media is being placed by Mindshare.
In addition, it will live with an extended presence on Hulu within awards content and in social through platforms such as Meta and Reddit with a movie focus.
For over 95 years, Volvo Cars has worked to be a leader in automotive safety and innovating intelligent technology solutions, according to the automaker.
“For Life” aims to signal the company’s ambition isn’t just to protect life, but to help people live their best life thanks to the comfort and confidence that comes with feeling safe.
Timing also coincides with Volvo Cars’ new fully electric flagship SUV, the Volvo EX90, which has the highest level of standard safety of any Volvo model to date. It is featured throughout the campaign.