Veteran Swedish popster Robyn chose homeland icon Volvo to be her first commercial endorsement, but it’s far from a typical car ad. Directed by Max Vitali, who also happens to be Robyn’s boyfriend, it’s basically a music video for the pop star’s new song with Royksöpp called “Monument.”
Its launch coincides nicely with the release of “Do it Again,” her five-song collaboration with the Norwegian electro duo. The artist didn’t want it to feel like an ad, telling Billboard, “I really wanted to make sure I could make something that didn’t feel like an intrusion.”
The spot, touting the carmaker’s Drive-E engines that boast reduced emissions by 30%, gives a nod to environmental issues with quick cuts from L.A. at night to pine needles and calm water.