2017 Volvo S90 Ad Campaign Uses the Work of American Poet Walt Whitman

Even though it's not an SUV, the S90 is being promoted as one would, with a sense of freedom emanating from every pixel. The opening film draws inspiration from the words of the legendary American poet, Walt Whitman, and his “Song of The Open Road.”

The narration is done well by actor Josh Brolin, whom you might know from Jonah Hex, Men in Black 3 or the voice of Thanos in Guardians of the Galaxy.

The imagery of wild foxes, buffalos, and trees all create a spectacular landscape while drawing attention to the luxury offered by the Swedish sedan. Remember, this is one of those self-driving, fully digital sedans of the modern age, not your old Volvo family car.

“We're delighted by the buzz the S90 has created. It's a beautiful car, thoughtful and thought through with Volvo's unique Scandinavian design,” said Bodil Eriksson, Vice President, Product, Marketing, Communication. “We love the simple beauty of the Walt Whitman poem and find it, and the intriguing production, a perfect match to our car.”

This is Chapter II of Volvo’s “Our Idea of Luxury” theme, first introduced in 2015 with the XC90 model. Under the hood is a 2-liter engine, available in three variations. There's the T5, which has a turbocharger, followed by the T6 that adds a supercharger and the T8, which has electric motors as well.

If you feel like touching every natural wooden table you see, you'll love the texture of the S90's interior. However, underneath that is a suite of active safety systems that keep you within lanes and stop you from hitting pedestrians, animals, and cyclists. The fact that they are all standard should prove popular with consumers.