Volvo is rewriting the rules of advertising in Saudi Arabia with its first-ever AI-generated commercial. The campaign, titled “Come Back Stronger,” stands out for one bold decision—excluding cars.
Produced by Lion Creative in Dubai, the ad focuses on themes of resilience, cultural identity, and the company’s brand identity, instead of highlighting the vehicle. While the emotional narrative has garnered praise, questions linger about the success of an automotive ad that doesn’t feature the product itself.
A Bold Shift in Automotive Advertising
Breaking from the norms of car advertising, Volvo’s “Come Back Stronger” campaign focuses less on vehicle features and more on narrative. The ad emphasises perseverance and progress—values deeply embedded in Saudi culture, aligning with Volvo’s return to Saudi Arabia and its entrance into the electric vehicle market.
Osama Saddiq, founder and executive creative director of Lion Creative, explained the campaign’s intent,
“We started by crafting a narrative that strategically aligned with Volvo’s comeback in the region. AI today is rarely humanised—most executions are tactical, with little focus on brand storytelling. Our approach was different.” This emphasis on narrative over product placement marks a notable shift in automotive marketing.
AI’s Role in Bringing Volvo’s Vision to Life
Volvo’s latest campaign stands as one of the most technologically advanced brand films in the region, crafted using generative AI tools. MidJourney was responsible for creating the visuals, while Runway handled the production.
The script, initially written by a human, was later refined with the help of ChatGPT to enhance its tone and delivery. AI not only elevated the creative process but also brought efficiency gains, allowing Volvo to launch the campaign swiftly. According to Lion Creative, “AI slashed production timelines, turning months into weeks,” providing greater flexibility in execution.
Marketing Genius or Risky Gamble?
The launch of Volvo’s new ad has stirred conversation within both the industry and among consumers. While some hail it as a revolutionary shift that prioritises emotional storytelling over direct product marketing, others raise doubts about whether a car brand can succeed without featuring the vehicle itself.
Jaguar previously tried a similar approach with its “Copy Nothing” campaign, which also excluded cars from the visuals.
That campaign, however, was met with backlash from viewers who felt disconnected from the brand’s core product. The question remains: Can an automaker sell cars without showing them?
A Glimpse into the Future of Automotive Advertising
Volvo’s daring approach brings up important questions about the future of marketing in the automotive industry. Companies may explore new storytelling techniques that push the boundaries of conventional advertising, with AI-generated content on the rise.
The campaign presents a key dilemma: Should brands stick with tried-and-true strategies or take creative risks that could revolutionise their industry?
No matter what happens, Volvo has sent a strong message—it is focusing on brand identity and emotional storytelling rather than relying on traditional advertising methods.