Volvo V90 marketing campaign gets underway with a journey called ‘PROLOGUE’ (+video)

The marketing campaign for the new Volvo V90 Estate gets underway with a video comparing Volvo’s journey to footballer Zlatan Ibrahimovic’s.

Last week we revealed that the marketing campaign for the new Volvo V90 Estate would start over the bank holiday weekend, featuring Swedish footballing superstar Zlatan Ibrahimovic.

Volvo has now released the video with Ibrahimovic, and it chronicles the footballer’s struggles to succeed and the path he has taken to achieve his success.

It’s a story that will resonate more with a Swedish audience (or football anoraks) than Volvo’s normal customer demographic, but with Ibrahimovic a big name in Sweden, and the European Championships on the horizon, Volvo clearly believe it’s a good way to go for the V90.

Volvo are using Ibrahimovic’s life story to draw parallels with Volvo’s ‘journey’ as a car maker, with both daring to think differently and tread their own path.

Volvo’s Anders Gustafsson said:

The campaign is a celebration of the independent mind, of the power that lies in the ability to think differently. There are many similarities between Zlatan’s and Volvo’s journeys. We haven’t gotten to where we are now by doing the same as everyone else.

Volvo has used Ibrahimovic in a marketing campaign before, where they had him reciting the Swedish national anthem and hunting in the woods. This latest Volvo/Ibrahimovic collaboration is a bit more accessible.

And if it gets more buyers in to the new V90, then it’s job done.

Volvo V90 Photos

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Volvo V90 – Made by Sweden – Prologue – Zlatan Ibrahimovi? Video