Volvo and Avicii Partner to Celebrate Their Swedish Heritage


By usfndns / / Volvo has collaborated with mega-DJ and producer Avicii for a new 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 4-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 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. “In the past six years I have been on a never-ending tour, apart for the last nine months during my time-out,” Avicii says. “I did around 325 shows in a year with traveling on top of that. It couldn’t continue. In the end I had to re-evaluate my situation and change my lifestyle. Sweden is an important place to me, it’s where I gather my strength and energy with family and friends. This whole process of re-evaluation and renewal is what Volvo encouraged me to visualize in the video. I think we did a great job together.”