|Philosophical Volvo ad promotes living life fully now with the 2017 Volvo V90 Cross Country, instead of merely planning for the future. (Photo: Volvo)|
In an attempt to draw attention to this all-new model, Volvo has come up with a creative ad campaign designed to lure oftentimes shut-in workers out of doors in order to “rediscover your passion in life”.
|Taking time to reconnect with nature is said to improve personal peace as well as business performance. (Photo: Volvo)|
Of course, we’ll need to first visit our local Volvo dealer to purchase one of their new V90 Cross Country crossovers before loading up our photography or fishing gear,
|The V90 Cross Country is ideal for loading on sporting equipment and heading for the outdoors. (Photo: Volvo)|
“My goodness, don’t you remember when you went first to school,” plays a 1959 recording of a speech dubbed “Live Fully Now” by the late British philosopher Alan Watts. “You went to kindergarten. And in kindergarten, the idea was to push along so that you could get into first grade. And then push along so that you could get into second grade, third grade and so on, going up and up…
“And then suddenly, when you’re about forty or forty-five years old in the middle life, you wake up one day and say, ‘Huh?’ I’ve arrived, and by Joe I feel pretty much
|Whatever your thing, the V90 Cross Country is designed to get you there. (Photo: Volvo)|
While there is some validity in tying luxury consumerism to one of Watt’s Zen Buddhism-inspired philosophies of living life fully now instead of putting anything you want to do off until sometime in the future, especially if you appreciate the finer things in life, there are many ways you can transport yourself, family, friends and active lifestyle gear into gods’ country to do so. Then again, Volvo’s V90 Cross Country is an exceptionally stylish, comfortable, economical, environmentally friendly, and capable way to do so.
|The V90 Cross Country TV ad was filmed in and around Vancouver, BC. (Photo: Volvo)|
The ad depicts upwardly mobile and already well-established achievers waking up and getting ready for what appears to be a regular routine day of getting ahead in life, before a plot twist sees them departing in various new V90 Cross Country models for more appealing outdoor prospects.
From “international research, undertaken by Volvo Cars,” the automaker tells us six out of ten people want to spend more time outdoors, whether hiking, running, cycling, or engaged in some other activity, with those who’d like to partake but don’t
|Looks like a good place for a ride. (Photo: Volvo)|
Much of the ad is filmed in Vancouver and the surrounding area, which is not only a hotbed for Volvo sales, but also an outdoor mecca that attracts nature lovers from all over the world. Fittingly, the orator behind that scenery filmed a five-part Canadian TV miniseries called “Alan Watts on Living” in Vancouver before it aired on CBC Television in 1971, which shared his philosophical views on the detrimental nature of culture.
The basic premise of the Cross Country goes back to the previous millennia when tall
|The V90 Cross Country comes standard with AWD to help get you where you’re going. (Photo: Volvo)|
This in mind, the Cross Country name, which was shortened to “XC” just after its initial launch albeit still stamped on the backs of all XC models, has been brought back into full long-form use so as to differentiate Volvo’s raised wagon-crossovers from its taller sport utilities, the naming scheme reinitiated in 2015 on the smaller V60 Cross Country, which shares underpinnings with the S60 sport sedan and XC60 SUV. The V60 Cross Country directly competes against Audi’s A4 Allroad Quattro that arrived in 2009, whereas this new V90 Cross Country and the XC70 that
|The V90 Cross Country delivers car-like performance along with SUV levels of utility. (Photo: Volvo)|
The V90 Cross Country is a mid-size model based on the new V90 wagon. The V90 has zero direct competitors in Canada, filling an important niche for Volvo that has long offered outdoor enthusiasts off-road capable wagons that combine lighter weight and therefore greater fuel efficiency and drivability with the passenger and cargo requirements of SUVs.
The new 2017 V90 Cross Country is available in a single top-line T6 AWD trim level in Canada, incorporating one of the most advanced
|Full LED headlights and sporty diamond-finish 19-inch alloys come standard. (Photo: Volvo)|
Volvo touts a V90 Cross Country interior inspired by Scandinavian design, a CleanZone particulate- and odour-filtered “sanctuary” enhanced by an available Bowers & Wilkins premium audio system, accurate guidance via Sensus Navigation that comes as part of a tablet-style touchscreen infotainment system with full gesture control and the latest smartphone connectivity, occupant and pedestrian protecting active and passive safety systems such as Pilot Assist partial autonomous driving technology, front and rear collision mitigating support, and lane
|The V90 Cross Country gets one of the largest and most advanced infotainment systems in the industry. (Photo: Volvo)|
Alan Watts (1915–1973) was a British philosopher, best known for interpreting and popularizing Eastern philosophies for Westerners. By the late sixties he had risen to counterculture fame, a celebrity who traveled widely to speak across North America and Europe. He wrote 25 books, his audio library comprises more than
|The V90 Cross Country interior delivers a high level of luxurious refinement. (Photo: Volvo)|
Transcript of Alan Watts’ entire “Live Fully Now” speech:
“My goodness, don’t you remember when you went first to school,” plays a 1959 recording of the late British philosopher Alan Watts. “You went to kindergarten. And in kindergarten, the idea was to push along so that you could get into first grade. And then push along so that you could get into second grade, third grade and
|SUV-like cargo capacity and 40/20/40-split rear seatbacks make the V90 Cross Country extremely versatile. (Photo: Volvo)|
Check out the video:
Story © Copyright Canadian Auto Press 2017