# Volvo — Luxury is not a thing

A 60-second brand-led car ad that defines luxury through a series of 'X is not a Y' statements, each paired with close-ups of the S90 Recharge, then returns to the opening garage set for the call to action and logo.

- Code: AD-0449
- Kind: Ad
- Format: Live-action product film
- Brand: Volvo
- Length: 60.0s · 27 beats · 27 beats/min · 29 hard cuts
- Industry: Automotive
- Style: Cinematic, Premium, Captions, No voiceover, Music-led, Product macro, Slow and deliberate, Match cuts
- Original: https://www.youtube.com/watch?v=krcH74RqNuY
- Full breakdown: https://cutmap.co/v/volvo-luxury-is-not-a-thing

## The breakdown

The full breakdown has eleven sheets: Snapshot, Opening, Structure, Timeline, Rhythm, Look, Movement, Sound & words, Why it works, Production, Build brief. It is available to Cutmap Pro members at https://cutmap.co/v/volvo-luxury-is-not-a-thing.