TLDR
Volvo’s latest ad, crafted by Academy Award-winning cinematographer Hoyte Van Hoytema, is a storytelling masterpiece. It proves that long-form advertising isn’t dying; it’s evolving. Brands need to focus on compelling narratives instead of fleeting trends. Stories sell, and attention spans aren’t the issue—they never were.
A Mini Masterpiece: Crafting Stories That Resonate
The three-minute, 46-second ad, shot by Oscar-winning cinematographer, Hoyte Van Hoytema -- known for his work on Christopher Nolan movies including Interstellar (one of our all time favorites), Dunkirk, and Oppenheimer, just to name a few, wasn't just about showcasing a car—it’s about illustrating what the car represents: safety, connection, and family. The ad unfolds like a short film, taking viewers on an emotional journey that leaves a lasting impression.
This approach clearly struck a chord with audiences. Comments from viewers like, “I just willingly sat through a nearly four-minute commercial and felt perfectly fine with it. Somebody deserves a promotion,” showcase just how impactful this form of storytelling can be. People aren't just watching—they’re engaging, feeling, and sharing.
We’re conditioned to scroll past ads, Volvo dared to go deeper, to give us something meaningful. It wasn’t about flashing specs or pushing for a sale. It was about telling a human story—and the comments tell us how well that worked. “You made me cry more than I have in 10 years,” wrote one soon-to-be father. That’s the power of emotional storytelling done right.
The Case for Long-Form Content
Long-form content has been dismissed by some as incompatible with today’s “short attention spans.” Attention spans aren’t shrinking—our patience for mediocre content is. People will watch if it’s worth their time. The success of streaming platforms, YouTube, and even TikTok’s growing trend of longer videos is proof.
What’s been missing is intention. Long-form advertising isn’t about cramming every detail into a few extra minutes—it’s about taking the time to tell a story that captures and holds attention.
A great story doesn’t feel long—it feels engaging. Viewers invest in narratives that resonate emotionally.
Long-form ads provide the space to build relationships with the audience, creating lasting connections that transcend products.
As one comment put it, “I personally think this is one of the BEST commercials I've ever seen. Brought me to tears.” The impact of a well-crafted story simply can’t be overstated.
Rethinking Brand Content
Volvo’s ad isn’t just about beautiful cinematography; it’s a blueprint for how brands can connect by prioritizing storytelling over fleeting trends. They leaned into timeless principles: human connection, stunning visuals, and a narrative that means something to viewers.
Here’s what brands can learn:
Story First, Product Second
Leading with the story creates a deeper connection. Volvo used themes of family, safety, and innovation to build an emotional foundation. The product felt like a natural part of the story, not the focal point.
Ads don’t need to lead with the product, through our watch, it felt like watching a short film, and I forgot we was even watching a commercial. This is what happens when a brand allows the story to take center stage.
Emotion Drives Engagement
People don’t remember every feature of your product—but they do remember how you made them feel. Volvo’s ad built an emotional bridge that inspired responses like, “You just won a new customer. Between your cars and your commercial trucks, your marketing team has been hitting home runs in the past few years.”
Quality Over Quantity
Churning out content for the sake of relevance doesn’t work anymore. A single, well-crafted long-form ad can have a greater impact than dozens of forgettable short ones. “With this commercial, you just sold me a car. I’m going to be a father and was looking for a safe vehicle for my family. Thank you, Volvo,” wrote one viewer. That’s the power of investing in one great piece of content.
The Future of Advertising: Entertaining, Not Interrupting
Imagine watching TV or streaming a show and encountering a long-form ad like Volvo’s—a mini story that plays between episodes, offering entertainment rather than disruption. That’s where advertising is headed, and it’s already happening. Brands like Volvo are showing us that viewers will engage when ads are part of the experience—not an intrusion.
Long-form content offers a way for brands to stand out in an overcrowded, noisy landscape. It gives brands the chance to say something meaningful, to connect deeply with their audience, and to leave an impression that lasts far beyond the final frame.
Volvo’s ad wasn’t about specs and stats. It was about what those things mean: safety, family, future. When a 36-year-old about to become a father says, “Bawling my eyes out for a car commercial was not how I expected this day to start,” you know you’ve made something worth watching.
With that said, again, Bravo, Volvo. Bravo.
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Raised Media Co. is a NYC-based commercial photography and video production agency specializing in experiential visual content. We help brands and personalities convey compelling stories through high-impact photos and videos.
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