Volvo urges drivers to 'live fully now' in new commercial with VFX and grade by MPC

‘You can’t live at all unless you can live fully now.’ – Alan Watts

In Volvo’s new V90 Cross Country commercial, the auto brand eschewed ‘clichéd images of rural terrain’ and stuck to this simple, transcendent message that British philosopher Alan Watts stated so clearly in his 1959 speech.

Conceptualized by Forsman & Bodenfors and directed by Vincent Haycock of Park Pictures, the commercial challenges viewers to step away from the very screens on which they saw it and jump fully into their lives.

But this message would not be complete without the perfect aesthetic. MPC LA Creative Director and Colorist Mark Gethin graded the commercial through MPC’s Remote Grading network. MPC London’s Paul Wilmot lead visual effects.

MPC and Volvo have a history – MPC Paris provided visual effects for Volvo V90’s ‘Prologue’ and ‘Epilogue’ commercials, which Mark Gethin also graded. MPC Paris colorist Matthieu Toullet graded the brand’s ‘Human Stories’ campaign as well.

Watch the commercial below.