New Beginning from Volvo featuring Avicii

New Beginning from Volvo featuring Avicii

The official film for Feeling Good – a creative collaboration with Avicii.
Sometimes you have to go back to where it all began to go further than you have ever been before. To take a step back, get back to your roots, recharge your batteries, start fresh.

The creative collaboration between Swedish artist/producer Avicii and Volvo Cars for their new brand campaign features a reworking of the classic song “Feeling Good.” Filmed on location in Stockholm and Osterlen, southern Sweden, the video visits places of personal significance for Avicii and tells his story of renewal, following several years of hard touring. The video also features members of his family and close friends.

The song “Feeling Good” was initially picked as a proposal by Volvo Cars. The arrangement has been produced by Avicii, with Audra Mae on vocals.

The release of the music video, which features the new XC90, marks another step in Volvo Cars’ brand transformation and reflects a new direction for the Swedish luxury car maker.

“We were delighted to have the opportunity to work so closely with Avicii on this campaign, as it reflects something that is happening for both Avicii and for the Volvo Cars’ brand. We are entering a new era — a New Beginning, as we have called the campaign.”

Behind the scene footage:

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