Volvo’s Voiceover

There’s nothing quite as creative as a child’s imagination.

Volvo brings that creativity to life in its recent promotion for the launch of the brand’s EX30 Cross Country.

In the minute-long video, viewers witness a road trip taken out into nature, narrated by a young boy traveling with his mother.

The ad doesn’t talk much about the car’s features or selling points. Instead, the young boy depicts seeing the “tallest tree ever” and pinecones that look like “spiky footballs,” in a testament to the childlike wonder that simple experiences can evoke.

Plenty of car commercials focus on the experience a car can provide. What makes this ad notable is its point of view.

Even though children won’t be making any car purchases soon, the creative choice to use a kid for the ad’s voiceover creates a sense of nostalgia while also appealing to a key Volvo audience – parents and heads of households.  

Kids Can’t Drive Cars, But They Can Drive Purchases

From inventing the modern seatbelt to side airbags, Volvo has a reputation for leaning into actions and messaging that resonates with families. Choosing a child to voice this ad reinforces this notion. 

By establishing Volvo cars as a vehicle for bringing childlike wonder back to a family in a loving and meaningful way, Volvo has added a unique value to its brand.

This isn’t the first time that Volvo has taken this approach to positioning its vehicles. In 2015, Volvo released a promotion that featured a 4-year-old girl driving a Volvo truck using a remote control. Volvo used the video to demonstrate the safety and stability of the vehicle in a provocative manner.

With every video project, the voiceover is a big decision. You can go with a voice that projects authority, reliability or credibility. Or one that reflects your brand identity. Or one that reflects your ideal customer.

Whether you use a child’s perspective to demonstrate safety and stability or to create a feeling of nostalgia, the lesson is still the same: perspective matters.