Forsman & Bodenfors — Volvo: The Get Away Car (2:51)

In a new campaign for the new V90 Cross Country, car maker Volvo highlights philosopher and thinker Alan Watts and his speech ”Live fully now” from 1959. The campaign encourages people to rediscover their forgotten passions, rethink their priorities in life and live more in the moment.

You reach a point in life when you have to choose. Career over passion. Work over play. It’s when surfers turn CEOs. Photographers turn lawyers. Fly-fishers turn doctors. Mountain climbers turn engineers. It's when you put a piece of yourself on hold. And as time passes, the things you used to love doing, start to fade away. This is a reminder to not forget what you love. All the activities that you once embraced. A message amplified by an original speech by the philosopher Alan Watts, recorded in 1959. This is a tribute to his legacy and the values he shared with Volvo.