Volvo Highlights Value of Pre-Born Life in Powerful EX90 Commercial

Automaker’s emotional ad celebrating parenthood and safety receives cheer with pro-life advocates.

Volvo is drawing attention and praise from pro-life supporters with a poignant advertisement promoting the EX90, which the Swedish automaker describes as its safest vehicle to date. The commercial stands out not only for its cinematic storytelling but also for its deeply personal narrative that celebrates the beginning of life.

Running just under four minutes, the ad opens with a subtle pregnancy reveal, unfolding into an emotional journey familiar to many expectant parents. As a man shares the news of impending fatherhood with his mother over the phone, viewers are taken on a visual exploration of the life to come: a lively and headstrong little girl who matures into a courageous and confident woman.

The ad’s tagline, “100 years of work, one split-second moment,” underscores the company’s century-long commitment to engineering excellence. Volvo emphasizes that the fully electric EX90 is the “safest Volvo car ever made,” the result of years of innovation, testing, and research.

As the story builds, the focus shifts to the vehicle’s safety features, culminating in a dramatic and emotional moment that underscores both the fragility of life and the vital importance of automobile safety.

Though the commercial debuted in September, it has recently regained attention online—especially as it contrasts sharply with a new ad from rival brand Jaguar, which was criticized for prioritizing abstract political themes over product relevance.

Watch the Volvo commercial here.