Grey's ad for Volvo focuses on sustainability in its latest campaign

Once, automobile ads were all about adrenaline and excitement. Nowadays, people are more interested in whether their car will help or harm the planet. And this theme lies at the heart of a new global campaign for Volvo, developed by Grey.

After leading the industry in automotive safety for decades, Volvo is now broadening its focus to environmental sustainability. The new global campaign, which covers TV, online video, social, digital, OOH and radio and print, aims to reflect the company's commitment to climate neutrality.

In the spot, a spokesmen takes us on a tour of Volvo's safety tests over the decades and then to the Arctic circle, where he asks whether a 100-foot drop qualifies as the ultimate safety test. A collapsing glacier provides the answer, highlighting how the biggest threat to safety now comes from climate change.

It's a clever visual metaphor that reflects the brand's ambition to become a fully electric car company by 2030 and climate neutral by 2040. Last year one in three of Volvo cars sold in Europe was a rechargeable model.

The film was shot by Ivan Zacharias at Smuggler at the Arctic Circle in hardy conditions. With temperatures of -10C, the crew had to wear polar expedition suits to be able to operate.