For Volvo’s latest campaign for the UK, they ditched the sun and excessive happiness found in numerous automotive adverts in exchange for a dose of cheeky reality. No, there are no bright colors here, or blue skies. Instead, cool hues of grey and periwinkle, and the gloriously foggy, wet, cold, and damp atmosphere the United Kingdom is known for. Photographer Nick Meek captures it exceptionally well, reminding consumers that Volvo may be made in Sweden, but it is tuned specially for Britain.
