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Volvo begins EX90 cinema campaign

Volvo Car Canada has begun a cinema campaign for its Volvo EX90 electric sport utility vehicle. The campaign, developed by Grey Canada and Cineplex Media, will run exclusively in ScreenX auditoriums in Cineplex theatres nationally. The extra-wide screens provide 270 degrees of viewing for the 30-second commercial. The ad will run exclusively before showings of the film Avatar: The Way of Water until the end of the year. According to the company, Volvo is the first advertiser in North America to make use of this ad format. Media planning is being handled by Wavemaker Canada. The creative was adapted from assets originally developed by AKQA..

“The Volvo EX90 represents the start of a new era for Volvo Cars,” said Aleiza Alerta, marketing director at Volvo Car Canada. “We knew that only an innovative and immersive experience like that of ScreenX would help us launch this vehicle in such an impactful way. Cineplex guests will be in for a multi-screen, sensory experience that will envelop movie viewers in Scandinavian design and cutting-edge technology of our new fully electric flagship SUV.”

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