Strong idea? Yes.
Consistent with brand over long-running campaign? Yes.
Vaguely amusing? Yes.
It brings to mind an idea Paul Briginshaw and Malcolm Duffy had while I was at AMV. They wanted to show 55 seconds of people singing ‘I Will Survive’, followed by the Volvo log (or something like that). It never happened, so I’m glad something fairly similar has graced the airwaves 15 years later.
(PS: some people have asked about the ‘mystery’ post that was up here earlier. They mystery has been solved. The long, boring film was for the Geneva Motor Show. The above ad is the proper commercial.)