Volvo is shifting its attention to environmental protection after decades of leading the industry in automotive safety. The company’s dedication to climate neutrality is reflected in the latest global campaign, which includes TV, online content, social, wireless, out-of-home, radio, and print.

The film commences with a spokesman named Bjorn who gives viewers a peek into Volvo’s impressive safety tests in the new video, which you can watch above (watch how they drop a car from 30 meters in the most extreme crash test ever). He continues the storey by transporting us to the arctic circle, where he wonders if a 100-foot drop is the ultimate safe test. While he asks, a falling glacier behind him appears to respond by interrupting the film and implying that the greatest danger to our safety isn’t on the lane. How our greatest threat no longer comes from vehicles but from climate change and its implications.

Mike Johnstone, Head of Central Marketing & Brand at Volvo Cars said, “I am very proud to bring the ultimate safety campaign to life. Sustainability is now as important as safety to us, with climate action having the highest priority, and Volvo Cars has one of the most ambitious climate plans in the car industry. that’s why we’re proud to highlight the work we are doing through this campaign taking real action to combat global warming.’

With this ambitious campaign usher in a new era for Volvo and their goal of becoming a carbon-neutral business by 2040. Their goal is to be fully electric by 2030, with half of their global sales electrified by 2025.