One of two things happened with Volvo's latest ad for the V60.
It's a very clever, self-referential commentary on TV spots for cars, composed by a genius.
Bereft of original ideas at the end of an all-day creative session, somebody looked at a list on the whiteboard that was drawn up four hours ago (as a joke that had seemed funny at the time) listing the 'formula' for a car ad and said "sod it, we've got nothing else, let's run with that".
1. Show a sexy car
2. Include a visual metaphor
3. Make it all wet and steamy
4. Finish with an obscure product demonstration
Draw your own conclusion, but ads like this rarely strike me as being all that clever. It feels more like showing your workings.