Meet the New Volvo EX90
Campaign · 2024 · Niche
A September safety film resurfaced in November; one X repost reached 13.8M post views.
Guillaume Huin
@HuinGuillaume · Nov 21, 2024
Volvo posted a 3 min and 46 second ad on Instagram, shot by Hoyte Van Hoytema, the cinematographer of Interstellar and Oppenheimer. It goes against every single rule you can think about as a social lead. Length. Format. Over-produced. Every comment under the ad said it
Cabot Phillips
@cabot_phillips · Nov 21, 2024
While Jaguar is pushing debauchery, Volvo just put out the most moving, pro-family, pro-life car ad of all time. This is the way. https://t.co/kgjGa2oCJa
Amala Ekpunobi
@amalaekpunobi · Nov 21, 2024
Jaguar is focusing on DEI, gender-bending, and telling their consumers they’re “deleting ordinary”. Volvo leans into the ordinary. The ordinary is beautiful and authentic. It’s unique, yet universal. Woke ideas and made up identities are not. I hate ads, but there’s something
Guillaume Huin@HuinGuillaume
Volvo posted a 3 min and 46 second ad on Instagram, shot by Hoyte Van Hoytema, the cinematographer of Interstellar and Oppenheimer. It goes against every single rule you can think about as a social lead. Length. Format. Over-produced. Every comment under the ad said it
Paul Anleitner
@PaulAnleitner · Nov 21, 2024
You are going to notice that even smart advertisers will start reading the room on the cultural shift. Jaguar communicated a more libertine deconstruction of the past & missed. Volvo hit a home run through wholesomeness & affirming sacred duties. https://t.co/rc6onZA5Ys
Spread Score
How it worksNumbers
- Agency estimate: potential owned and earned reach, first viral week
- 351.9M
- Self-reported · The One Club
- Peak date
- Week of Nov 22, 2024
- Sep 4 ’24 to Week of Nov 22, 2024
- Platforms
- 5
- Started on YouTube
- Origin
- Mixed
- Auto & mobility
How it spread
Trace the originVolvo released the film in September and a LinkedIn user shared an analysis. In November, X users revived it as a comparison with Jaguar, drawing press and TV coverage. Later paid placements extended the campaign; reported lifts did not establish sales.
Dates use the stated precision; chart positions are date anchors.
14 more events on this chart
Join free to see themTimeline (17)
September 2024
Volvo Cars seed · Sep 4 ’24
Volvo Cars published its EX90 film about an expectant couple and a collision that did not happen.[1]
shots press · Sep 9 ’24
shots credited Stendahls, director Marcus Ibanez and cinematographer Hoyte van Hoytema.[2]
Dan Wu / LinkedIn platform jump · Sep 12 ’24
Dan Wu shared a breakdown of the film’s story structure and emotional themes on LinkedIn.[3]
Changelogupdated Oct 16 ’26
- Revised 1 number
- Added: 16 events, 20 sources · Score 29 · Fact-check passed (33 claims)
Spread the same way
New cases, every week
How the next thing spread, the week it does.