In a time when so much of modern media feels disconnected from enduring values, Volvo’s latest ad for the EX90 SUV stands as a beacon of what truly matters: life and family. The nearly four-minute commercial tells a moving story that begins with a simple yet profound moment—a man learning he is about to become a father.

From there, the ad follows the imagined journey of his child’s life, highlighting the pivotal role a parent plays in nurturing and protecting their family. With scenes of joy, curiosity, and togetherness, the commercial captures the universal beauty of family life. 

The Volvo EX90 is seamlessly woven into this narrative, reinforcing its message as “the safest Volvo ever made—for life.”

Pro-Family Messaging: A Vital Reminder

In today’s media landscape, messages that affirm life and family are increasingly rare. Instead, many ads focus on the divisive, the fleeting, or the controversial. Against this backdrop, Volvo’s ad is not just refreshing—it’s necessary. It speaks to a cultural hunger for stories that celebrate what is enduring and sacred.

The ad’s timeline—beginning at the moment of conception and following the life of a growing child—feels especially poignant. It subtly but powerfully acknowledges the beauty of new life and the responsibility parents carry in guiding that life. This message, framed within the context of a family’s journey, resonates deeply in a culture that often seems to undermine these values.

A Warm Reception

The response to Volvo’s ad has been overwhelmingly positive, with viewers praising its authenticity and emotional depth. “This is what advertising should look like,” one social media user shared. “It celebrates what’s universal: love, family, and life itself.”

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… pic.twitter.com/wkmghuP4ye

— Guillaume Huin (@HuinGuillaume) November 21, 2024

Guillaume Huin, a senior marketing director, described the ad as breaking all the conventional rules. “It’s long, cinematic, and deeply emotional. Every comment reflects how much it connects with people.” The ad’s focus on life’s simple, sacred moments has struck a chord with audiences across the globe.

Why Pro-Family Messaging Matters

Pro-family messaging like Volvo’s isn’t just important—it’s vital in today’s cultural climate. At a time when the role of the family is often diminished or criticized, seeing a major brand embrace the value of life, from its earliest stages to its most meaningful milestones, is profoundly encouraging.

This ad reminds us of the strength and beauty found in the family unit. It portrays a father and mother not as peripheral figures, but as central to a child’s development and joy. It reaffirms the truth that life is a gift, and families are the foundation for nurturing and protecting that gift.

A Model for Modern Media

Volvo’s approach offers a powerful lesson for other brands: authenticity and timeless values resonate. By celebrating family and affirming life, they’ve shown that it’s possible to connect with audiences on a deeply human level without resorting to controversy or pandering.

In a world often hostile to the values of life and family, this ad is more than a marketing campaign—it’s a statement of hope. It’s a reminder that life is precious, that families matter, and that modern media can still tell stories worth celebrating.