Our time is now.

In 2021, Volvo pledged to give each employee forty-two weeks of paid parental leave. The brand double-down on that promise with a sweet commercial narrated by a young boy at his wits' end. "Mum says I'm a smart kid," but he's baffled by the concept of time.

There are so many different types of time for him to comprehend, with little clarity from his parents. For every "It's time!" that fills him with excitement, there's a "Now's not the time" or "I've told you many times" that spoils the fun. Don't get him started on how long pastries take to cook in the oven.

He calms down long enough to play the keyboard with his dad though, and it's a lovely, extended reminder of how important family time is for a child's development. That's why the Swedish car maker are so keen to champion paid parental leave.

Product Category: Cars

Territory: Sweden

Our time is now.

by Andrew MacGregor

In 2021, Volvo pledged to give each employee forty-two weeks of paid parental leave. The brand double-down on that promise with a sweet commercial narrated by a young boy at his wits' end. "Mum says I'm a smart kid," but he's baffled by the concept of time.

There are so many different types of time for him to comprehend, with little clarity from his parents. For every "It's time!" that fills him with excitement, there's a "Now's not the time" or "I've told you many times" that spoils the fun. Don't get him started on how long pastries take to cook in the oven.

He calms down long enough to play the keyboard with his dad though, and it's a lovely, extended reminder of how important family time is for a child's development. That's why the Swedish car maker are so keen to champion paid parental leave.

Product Category: Cars

Territory: Sweden