The automobile firm Volvo is active again in Saudi Arabiahaving minimized its presence in the market in recent years. And to communicate it, as well as to publicize its new high -end electric vehicles, it is spreading a announcement created entirely with artificial intelligence And in which, surprisingly, he shows none of his cars.

Designed next to the agency Lion Creative, “Come Back Stronger” SUpone the first announcement of the company created using only technology. Throughout almost a minute it shows evocative images, like athletes running for a desert at sunset; a slow camera dip in the pool; A loving family or a group of children who look hopeful to heaven.

The announcement is completed with a cheerful melody and a narrative that speaks of overcoming the limits, ambition and The return of the brand to the region. As collected Adagethe script has been worked by human creatives with the help of Chatgpt. At its term, the piece shows the Volvo and Electronim logos, the Saudi distributor of the manufacturer.

From the agency, according to the aforementioned medium, the images that make up the announcement suppose a precise representation and that culturally resonates with Saudi Arabia. “Today, AI is rarely humanized; Most executions are tactics, with little focus on brand narration“, commented the creative director Osama Saddiq.”Our approach was different. We start elaborating a narrative that was strategically aligned with Volvo’s return in the region“

For his part, the commercial head of Volvo in the market, John Duggan, has expressed that the announcement is a “Powerful statement“And”Base on which we build the history of our brand and our success in the kingdom”
The brand starts a new stage in Saudi Arabia looking Lead electric mobility. Moreover, at the end of February Electrominal opened the first new energy vehicle showroom in Riad.

It is precisely why it is striking that Volvo cars are not shown in the ad. From the agency they point out that this decision has sought to move a human history, and that the presence of the vehicles would have distracted the viewers of that message.

With regard to other creative decisions, the Use of artificial intelligence It has been carried out with the intention of cutting the production deadlines; while the presence of women, To which it is only allowed to drive in the country since 2018, it would be part of the expression of ambition and the purpose of Volvo to look to the future.

“Volvo’s return to the region deserved more than one more campaign: he needed a declaration of intentions“; Hussein M. Dajani, Marketing Director of Petomin, owner of Electromin, has commented, according to Campaign. “By taking advantage of artificial intelligence, we have transformed the way stories are told, offering a film that is visually shocking and runs with remarkable agility. This is the future of marketing, a perfect balance between vision, technology and creativity”