What a refreshing change to the way luxury cars are being marketed. Instead of feeding on huge egos and pomposity, Volvo has in true Swedish tradition, side-stepped one-upmanship to define luxury, as epitomised by its all-new S90, according to its Swedish tradition – where the focus is less on aggression and showing off, but being reflective, respectful, and encouraging people to explore the outdoors.
The script for the commercial reads a shortened version of famed poet Walt Whitman’s work ‘Song of the Open Road’ against beautiful music. It's a fitting poem for drivers, a different type of drivers, for those who appreciate the journey rather than the rush.
Walt Whitman’s ‘Song of the Open Road’ reads:
Afoot and light-hearted I take to the open road,
Healthy, free, the world before me,
The long brown path before me leading wherever I choose.
Henceforth I ask not good-fortune, I myself am good-fortune,
Henceforth I whimper no more, postpone no more, need nothing,
Strong and content I travel the open road.
You road I enter upon and look around, I believe you are not all that is here,
I believe that much unseen is also here.
Here is realization,
Here is a man tallied—he realizes here what he has in him,
The past, the future, majesty, love—if they are vacant of you, you are vacant of them.
Gently, but with undeniable will, divesting myself of the holds that would hold me.
I inhale great draughts of space,
The east and the west are mine, and the north and the south are mine.
I am larger, better than I thought,
I did not know I held so much goodness.
All seems beautiful to me.
More on the upcoming all-new Volvo S90 here.