The nearly 4-minute long ad for Volvo's new fully electric SUV, the EX90, depicts a man learning he is going to be a father and imagining his family's future. It emphasizes the car's safety features, affirming the brand's commitment to life and safety, with the tagline, 'Designed to be the safest Volvo car ever made. For life.' This wholesome messaging contrasts sharply with automotive competitors like Jaguar, promoting a more 'woke' narrative.
Commentators praised Volvo's ad as a powerful juxtaposition to Jaguar's rebranding efforts. One conservative commentator remarked, 'While Jaguar is going woke, Volvo is celebrating life. I'd much rather own a Volvo than a Jaguar.' Such sentiments reflect a broader cultural response favoring brands that affirm traditional values over those perceived as embracing modernist, potentially polarizing themes.
Christian author Paul Anleitner noted, 'Jaguar communicated a more libertine deconstruction of the past and missed. Volvo hit a home run through wholesomeness & affirming sacred duties.' This sentiment captures the view that Volvo's approach resonates more effectively with audiences tired of contemporary advertising's sometimes contentious socio-political narratives.
Conservative commentator Amala Ekpunobi stated, '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.' This highlights a side-by-side comparison of the brands' marketing strategies, emphasizing Volvo's celebration of traditional family values against Jaguar's modernist themes.
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