Volvo and agency Forsman & Bodenfors tapped director Johnny Green for “Things,” their commercial for the new Volvo XC40—Volvo’s first car sold through subscription. Set to a haunting version of “My Favorite Things” from The Sound of Music, the ad examines the darker side of capitalism. As a slowed down version of the classic tune plays, we see images of modern consumerism, including a delivery drone and packages piling up, as crowds rush to retailers at the promise of sales.
“Things” explores the idea that in a society of abundance, the things you own can end up owning you. And that by not owning things, you are not owned by things.
Watch the spot below and read more at Adweek