Volvo has partnered with Curzon to launch a new campaign to promote Volvo’s XC60 plug-in hybrid vehicle.

The campaign, entitled ‘Pulling Focus’ will see the car brand sponsor a season of classic and contemporary Swedish films, a move designed to highlight the brand’s Swedish heritage.

The partnership, brokered by Volvo’s media agency Initiative and creative partnerships agency Dive, with cinema advertising group Pearl & Dean launched this September. This month, the brand hosted a special event at the Curzon Bloomsbury; a screening of Ruben Östlund’s highly acclaimed dark comedy Force Majeure. 

The special screening featured traditional Swedish buns and warming glasses of glögg. Volvo also gave guests an up and close look at the Refreshed XC60, which was on display at the event. 

The Pulling Focus brand platform, created by Dive, is supported by a multi-channel cinema partnership. 

This includes the creation of bespoke on-screen content, where Volvo has taken ownership of the traditional ‘Turn Your Phone Off’ reminder before the start of the film.

The partnership also includes a curated Spotify playlist for Volvo’s sound systems, which includes soundtracks of the Swedish films featured in the Pulling Focus season. The partnership also extends to Curzon’s own streaming platform for home-viewing, Curzon Home Cinema, where Force Majeure will be available to stream for free as part of the partnership.

The Pulling Focus film season will run until 30th November, featuring a programme of thirteen events across Curzon sites nationwide. Films include Ingmar Bergman’s Wild Strawberries (1957) to today’s most exciting and modern Scandinavian filmmakers, such as We Are The Best (2013) and the hit black comedy film Triangle of Sadness (2022).

This partnership between Volvo and Curzon Cinema builds on Volvo’s ongoing investment in cinema advertising. The automotive brand has recently become the latest supporter of Pearl & Dean’s ‘Wild Spaces’ initiative, which supports nature. The initiative is supported by purpose-driven brands dedicated to helping nature thrive. These brands are featured in a dedicated advertising reel shown across Pearl & Dean cinemas, with proceeds funding restoration projects in National Parks.

Susie Bould, Director of Marketing at Curzon, explained: “This partnership with Volvo captures the essence of what Curzon is all about - creating meaningful cultural moments. Swedish cinema has shaped film history, and Pulling Focus offers audiences a fresh opportunity to celebrate that legacy.”

Georgina Williams, Head of Marketing Operations at Volvo Car UK, added: “Pulling Focus reflects Volvo’s Scandinavian roots and our commitment to design that moves people, both emotionally and physically. Like great cinema, the refreshed XC60 invites you to see the world from a new perspective – we hope you can join us for the drive of a lifetime!”

The campaign is the latest reminder of the experiential extras that continue to drive cinema advertising partnerships forward.