DIVE and Pearl & Dean broker exclusive partnership with Initiative that pulls focus on Volvo’s Swedish heritage through the art of cinema
Swedish car brand Volvo has secured an exclusive partnership with Curzon. Together they have launched Pulling Focus, a campaign that spotlights Volvo’s Refreshed XC60 plug-in hybrid, alongside a season of classic and contemporary Swedish films.
The partnership, brokered by Volvo’s media agency Initiative and creative partnerships agency DIVE with cinema advertising contractor Pearl & Dean, went live in September, and launched the Swedish film season with a special event hosted at Curzon Bloomsbury on 4th November. Guests were treated to a screening of Ruben Östlund’s highly acclaimed dark comedy Force Majeure, whilst sampling 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, creatively executed 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, with a fun and engaging spin that asks audiences to pull focus, switch off their phones, and enjoy the film.
Volvo x Curzon’s Turn Your Phone Off AV (showing in cinemas now)
Further to this, Volvo and DIVE have curated a Spotify playlist for Volvo’s premium in-car sound systems by Bowers & Wilkins, which includes a curation of 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 in celebration of the partnership.
The partnership ensures that Volvo has branding across Curzon’s complete media portfolio – this includes in-cinema branding, across till screens, print materials as well as across its social channels and website, where there is a dedicated landing page for audiences to learn more about the Refreshed Volvo XC60.
The Pulling Focus film season will run until 30th November, featuring a programme of thirteen events across Curzon sites nationwide. All guests will receive a complimentary glass of traditional winter warmer glögg served with a cinnamon bun. Audiences will be able to experience the legacy of Swedish cinema, from Ingmar Bergman’s timeless masterpiece Wild Strawberries (1957) to today’s most exciting and modern Scandinavian filmmakers, such as the energetic and rebellious 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 – where purpose-driven brands dedicated to helping nature thrive, are featured in a dedicated advertising reel shown across Pearl & Dean cinemas, with proceeds funding restoration projects in National Parks.
Gemma Cole, Creative Director at DIVE, said: “Pulling Focus was born from a shared belief in the power of storytelling – whether through cinematic artistry or Swedish design. As Volvo have revisited their XC60, refreshing key features, we want to offer audiences a chance to rediscover the best of classic and contemporary Swedish cinema, connecting back to Volvo’s Scandinavian heritage. We’re inviting audiences to pause, pull focus, and rediscover what it means to be moved – on the big screen and on the road.”
Susie Bould, Director of Marketing at Curzon, said: “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, said: “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!”
Jack Reynolds, Partnerships Director at Initiative Create said: “This campaign is a great example of what happens when creative partnerships and the magic of cinema come together. We wanted to connect the refreshed XC60 with film-lovers in a way that feels true to Volvo’s values while celebrating everything people love about the cinema experience. It’s where purpose, storytelling and culture all meet, and that’s what makes this partnership special.”
