This post is brought to you by Volvo.
In a new collaboration between Volvo Cars and Swedish producer Avicii, the artist has released a stirring video telling his own story of renewal after years of hard touring. The video is part of New Beginning, Volvo Cars' new campaign meant to reinvent the brand as more refined, nimble, and customer-responsive.
"In the past six years I have been on a never-ending tour, apart for the last nine months during my timeout," Avicii said. "I did around 325 shows in a year with traveling on top of that. It couldn't continue. In the end I had to re-evaluate my situation and change my lifestyle. Sweden is an important place to me, it's where I gather my strength and energy with family and friends."
The song "Feeling Good" was initially proposed by Volvo Cars, which was eventually arranged by Avicii with Audra Mae on the soulful vocals. The video features the artist's friends and family and is filmed on location in Stockholm and Osterlen, both deeply personal locations for Avicii.
The release of the video, which features the new XC90, marks another step in Volvo Cars' brand transformation and reflects the new direction for the Swedish luxury car maker.
Take a look: