Watch: Volvo makes promise in 2020 Vision safety campaign

Volvo Cars has released its first campaign since appointing Forsman & Bodenfors as its global strategic creative agency in December.

Focused on road safety, this is the beginning of the firm's Vision 2020 initiative which aims to cut vehicle-related deaths. The centerpiece of the campaign is a film entitled 'The Promise', which questions why cars are not designed to meet urban safety requirements.

It ends with an ambitious announcement from Håkan Samuelsson, president and CEO of Volvo, flashing up on the screen: "Our vision is that by 2020 no one should be killed or seriously injured in a new Volvo car."

The advert is being promoted through Volvo's media channels and direct to journalists, but the agency said no further activity had been commissioned so far.

This is not the first time Forsman & Bodenfors has worked with Volvo. The agency was also behind the 'Epic Split', starring Jean-Claude Van Damme, which became a viral sensation with more than 82 million hits on YouTube.

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