Volvo is being celebrated for its recent “For Life” campaign, which has resurfaced this week amidst widespread criticism of Jaguar’s rebrand. The nearly four-minute ad, created for Volvo’s new all-electric SUV, the EX90, highlights the car’s advanced safety features by weaving a heartfelt story of a man learning he is going to be a father and envisioning his family’s future.
The ad, originally released in September, ends with the message: “Designed to be the safest Volvo car ever made. For life.” Its emotional tone and focus on family values have drawn widespread acclaim, especially when contrasted with Jaguar’s polarizing “Copy Nothing” campaign.
A Tale of Two Campaigns
The Volvo ad sparked a wave of praise online, with many social media users drawing comparisons to Jaguar’s recent marketing efforts.
“While Jaguar is going woke, Volvo is celebrating life. I’d much rather own a Volvo than a Jaguar,” one conservative account posted.
Tom Pogasic, host of CatholicVote’s The Loopcast podcast, called the ad “the most beautiful ad I’ve ever seen.”
Christian author Paul Anleitner commented on the cultural implications of both campaigns, writing: “Jaguar communicated a more libertine deconstruction of the past & missed. Volvo hit a home run through wholesomeness and affirming sacred duties.”
Another commentator, Amala Ekpunobi, added: “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.”
Industry Experts Weigh In
Volvo’s ad also impressed marketing professionals. Guillaume Huin, senior marketing director for McDonald’s, praised its emotional impact and unconventional approach.
“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 immediately put Volvo in their consideration set. It’s f—ing fantastic,” he wrote on X (formerly Twitter).
In contrast, Jaguar’s “Copy Nothing” campaign has been criticized for its lack of substance and for alienating its core audience. The 30-second ad, showcasing brightly dressed androgynous models and slogans such as “create exuberant,” “live vivid,” “delete ordinary,” and “break moulds,” failed to feature a single car. Critics described the campaign as overly abstract and out of touch with Jaguar’s heritage.
Designer and software engineer Mike Rundle joked, “Jaguar brand designers punching the air rn [right now].”
Cultural Shift in Advertising
The contrasting reception of these campaigns highlights a growing cultural divide in advertising. Volvo’s ad, emphasizing family, safety, and emotional connection, aligns with a broader push toward authenticity and traditional values in marketing.
Meanwhile, Jaguar’s bold, avant-garde approach—featuring gender-fluid fashion and abstract slogans—has drawn accusations of being “woke” and disconnected from its audience.
As Christian author Paul Anleitner observed: “Smart advertisers are starting to read the room. Volvo leaned into the ordinary, showing that it can be both beautiful and universal. Jaguar’s campaign, on the other hand, feels like it’s trying too hard to make a statement.”
Final Thoughts
While Jaguar’s rebrand continues to face backlash for its abstract messaging and lack of focus on vehicles, Volvo’s heartfelt “For Life” ad is being hailed as a masterclass in storytelling and brand alignment. The debate underscores the challenges luxury brands face in balancing innovation with staying true to their core identity.
For Volvo, the message is clear: sometimes, celebrating the “ordinary” is what resonates most.