Is it possible to be too Swedish? That’s a question that popped into my head as I watched this new video from Swedish chart-topper Avicii (a.k.a. Tim Bergling).
For those who don’t know Avicii is originally from Sweden and in the video to accompany his latest track, a remake of the Nina Simone classic ‘Feeling Good’, he’s driving a Volvo. Which is Swedish. And he’s driving it in Sweden. So that’s a Swedish DJ driving a Swedish car in Sweden.
No matter though, as Sweden is a beautiful country and the Volvo in question is the stunning new XC90. This is their new flagship model that is aiming to push Volvo to new heights of quality and refinement. How about a crystal for controlling the automatic gearbox? Or natural wood in the dash and doors, not the usual fake plastic rubbish that some manufacturers still think passes as ‘premium’?
In the video Tim is looking for a bit of peace and quiet, some family time away from the pressures of being a top DJ, and a chance to go back to being ‘just Tim’ rather than one of Stockholm’s most famous exports. Which makes the XC90 a perfect choice, and it certainly looks good as Tim drives through the Swedish countryside seeking solace.
This isn’t the first time Volvo have teamed up with their fellow Swedes to produce a musical ‘trackvert’ for their cars. The Swedish House Mafia teamed up with vocalist Lune and produced a video to their track ‘Leave the World Behind’ that featured the updated XC60. Then there was ‘Mermaid’ by Be The Bear that accompanied the reveal of the Volvo Concept Estate. All good stuff, and it’s a great way to get people to notice the cars without it feeling like a hard sell.
So it possible to be too Swedish? No, don’t be daft. As far as I’m concerned you can’t have too much of a good thing.