VIDEO: Volvo revs up to debut something on May 17, but what?

By Marcus Amick May 16, 2013

If Volvo’s May 17 “World Premiere” lives up to its digital campaign, it should be pretty interesting – although we still aren’t sure exactly what it’s promoting.

Starring the electropop Swedish House Mafia DJs (Axwell, Sebastian Ingrosso and Steve Angello), videos and still photos for the campaign appear to be set in some remote rural area and feature some very vague images of a vehicle.

The campaign, which appears to be tied to a project called Leave the World Behind, also features the Swedish music group Lune (pronounced Lynne) fronted by Linnéa Martinsson.

One auto news source speculates that the campaign could be a promo for the new Volvo V40 line-up, which includes a more rugged-style V40 Cross Country − or the XC60, which is getting some minor updates for the 2014 model year.

In a few of the video and still photos, featured on Leave the World Behind, the vehicle definitely appears to have a sport wagon or SUV-like silhouette.

The world premiere, set to debut at 8:30 PM CET tomorrow, could include some grand stage element at Steve Angello’s performance Friday at the Electric Daisy Concert music festival in New York − though the tone of the video and photos speak to something more subtle.

Maybe, Volvo is launching a contest where a person can win an all expense paid trip to take three friends to Sweden for a road adventure in a Volvo, with the final destination being an exclusive house party hosted by one of the DJs set in some remote area.

Wishful thinking right?

The carmaker could also be revving up for the launch of a web-series featuring the musicians exploring their native countryside in a Volvo.

Either way, the overall concept is definitely intriguing – considering I’ve always thought the Swedish carmaker could use a bit more edge when promoting their vehicles.

Let’s just hope that whatever Volvo debuting tomorrow lives up to the hype.

Aren’t you a little curious? What do you think Volvo is up to? Take a look and leave a comment below.

Topics

Volvo

Former Digital Trends Contributor

Marcus Amick has been writing about the world of cars for more than ten years and has covered everything from new automobiles…

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