Volvo’s 2018 Ad Features Opera Music
Contents
Volvo’s 2018 ad features the classic opera music of “Nessun Dorma.” The ad showcases the beauty and power of Volvo’s new SUV models set against the backdrop of the majestic Italian Alps.
Introduction
Volvo’s 2018 advertising campaign features the popular opera aria “Nessun dorma” from Giacomo Puccini’s opera Turandot. The aria is sung by Swedish tenor Rickard Söderberg, and the commercial features footage of various people driving Volvos while the music plays.
The Ad
Volvo’s new ad features a cover of Leonard Cohen’s “Hallelujah” played on an iPad by a young girl in the backseat of a Volvo SUV. The ad, called “That’s Not Goodbye,” is set to run during the Super Bowl. Volvo is known for its safety features, and the ad is supposed to be a representation of the company’s safety commitment.
The Music
In the new ad, Volvo enlisted the talents of world-renowned Chinese-American opera singer, Ying Fang. The minute-long spot features the soprano performing the aria “Un bel di” from the Giacomo Puccini opera “Madama Butterfly.”
The commercial is set against a romantic backdrop of picturesque mountains and rolling hills, as a convoy of Volvo SUVs make their way down a winding road. At first, only Ying’s voice is heard singing the beautiful melody. But as the video progresses, the music becomes more distorted and incorporates industrial noises like beeps and clangs.
This change in sound is meant to symbolize how the company is “reinventing” itself, according to Volvo. The new range of vehicles shown in the ad are said to represent this shift, as they boast updated designs and cutting-edge safety features.
Despite its futuristic vision, Volvo says that it remains committed to its operatic roots. In a statement released alongside the ad, the company’s senior vice president of marketing, Alain Visser, said: “Volvo has always been associated with beautiful design and unique locations… This time we see Ying Fang in one of our most amazing locations yet whilst we also stay true to our musical routes.”
The Product
Volvo’s 2018 ad features opera music in the background as the camera focuses on the interior and exterior of the car. The company emphasizes the “Sensus Connect” system, which includes a 7-inch touchscreen display, Wifi, Apple CarPlay, and Android Auto. The ad also highlights the car’s safety features, including emergency braking and lane keeping assist.
The Reception
The new Volvo ad features a song from the opera, and it’s getting a lot of attention. The ad is calm and slow-paced, featuring a woman driving through the city. The reception to the ad has been mixed, with some people loving it and others thinking it’s too slow.
Social Media
Since it was released on Sunday, the two-minute spot has been met with a mostly positive reaction on social media, with many people complimenting the company for its unique approach to marketing.
The commercial has also been praised for its use of opera music, which is not something that is typically associated with car commercials.
Advertising Critics
Opera music has been used in advertising before, but never quite like this. Volvo’s 2018 ad features a moving rendition of “O Fortuna” from Carl Orff’s Carmina Burana, set to footage of the new Volvo XC60 SUV.
The ad has been praised by some as a work of art, but others have criticized it for trying too hard to be different. Either way, it’s certainly getting people talking about Volvo.
Conclusion
Volvo’s latest commercial features the Swedish automaker’s all-new S90 flagship sedan driving through beautiful Swedish scenery. But it’s the choice of music that has caught many viewers’ attention.
The ad features the aria “Nessun dorma” from Giacomo Puccini’s opera “Turandot.” The powerful and emotive music is a fitting soundtrack for the stunning visuals, and it perfectly conveys the sense of luxury and refinement that Volvo is hoping to evoke with its new car.
The use of classical music in advertising is nothing new, but it is still relatively rare. And it’s not just opera that has been used to sell products; classical pieces like Samuel Barber’s “Adagio for Strings” and Johann Pachelbel’s “Canon in D” have also been employed to great effect.
Whether or not you’re a fan of opera, there’s no denying that Volvo has created a beautiful and evocative ad with its use of Puccini’s music.
