Volvo has released a new advert for the Saudi Arabian market called ‘Come Back Stronger’. The advert does not show a single car and was created entirely using AI technology. It was created by Dubai-based ad agency Lion Creative for Volvo’s EMEA region. It worked with Electromin, Volvo’s distributor in Saudi Arabia, and produced the images with MidJourney and the video with Runway. The narration script was drafted by a human, but ChatGPT added emotional expression.
The ad features runners running through the desert, women cheering, scenes in a swimming pool, a man wearing a red keffiyeh (traditional Arab headscarf), and no cars whatsoever.
Volvo says its goal for the Saudi market was to tell a “human-centric story.” “We were reluctant to include a car because we feared the message would be distracting,” says Osama Saddiq, Lion Creative’s chief creative officer.
The ad is a strategic move by Volvo to re-establish its brand in the Saudi market. Volvo has been reducing its presence in the country in recent years, but is making a comeback with a lineup of electric and plug-in hybrid SUVs.
