Volvo Cars and Avicii embark on new brand campaign

Volvo Cars and Swedish artist and producer Avicii announce a creative cooperation to celebrate their Swedish roots with a new recording and music video, due for global release on 8^th May. The collaboration will form the basis for a global brand campaign entitled 'A New Beginning'.

The Stockholm-born producer and artist Avicii, 25, has made a huge impact in the world of music in recent years, and is renowned for being one of the world's top DJs, remixers and record producers. With a shared Swedish heritage, Volvo Cars and Avicii are now both entering a new phase in their existence.

The song chosen for the collaboration, Feeling Good, a classic track recorded by Nina Simone 50 years ago, has been given new life with Avicii’s production. He has added new vocals, infectious beats and the catchy melodic treatment that has thrilled millions of jubilant fans at festivals and clubs around the world.

The beautifully shot video for Feeling Good was filmed in Stockholm and locations personal to Avicii such as Osterlen in Sweden, where he and his family spent their summer vacations. Avicii and his team had full creative sign off on the final video and created and approved the storyline together with Volvo.

The Volvo Cars brand has earned a well-deserved reputation for safety, environmental care and quality since the company was founded in 1927. In recent years the company has begun an important brand transformation process building on these important values. The result is a fresh look at what a luxury car maker can offer its customers: a uniquely tailored car experience that actively enhances life as well as protecting it.