Avicii is back and better than ever, with a new album and now a new marketing partnership with the highly reputable car manufacturer, Volvo. Both hail from Sweden, and from the previews it looks like a match made in heaven. Bergling’s brand meshes seamlessly with Volvo’s luxurious, yet functional products and the campaign the two have planned together is sure to sweep you off of your feet.
Not only will Avicii be the face used in both commercials and press shots for the new Volvo branding, but he has also composed a rework of Nina Simone‘s classic “Feeling Good” specifically for this launch – which you can listen to here.
“I’ve loved the song for a long time. It’s one of the best songs ever written. It’s just timeless to me. I’ve been a big fan of Nina Simone, Etta James and that kind of sound for a very long time. So when I found out that was the song that Volvo Cars wanted in the music video I was really excited and happy to do something with it. I wanted to create something new, and at the same time stay true to the original.”
Check out the video teaser below.
In regards to “A New Beginning,” the name of this particular campaign, the Senior VP of Sales & Marketing, Alain Visser said:
“The Volvo Cars brand is on the ascendant, just as Avicii is, with a growing global audience. We thought there would be no better way to celebrate our heritage and passion for life than to work together to produce something special that reflects who we are and what matters to us.”
“It was important to me that if we did something together it would be new and unique, that it was a longer term global cooperation from both sides and that it would completely align with our brands in both a credible and creative way. Everything you see in the video is true to the Avicii brand. Volvo Cars’ lead tagline is ‘A New Beginning’ and that is a theme we share with Volvo.”
The brooding Tim Bergling, who’s new beginning comes after an 8 month break, is captured in several different environments along with the new Volvo XC90 which they are promoting in the first series of press shots released from the campaign. You can find our favorites below, and more here.