Volvo UK moved upmarket by rediscovering the human purpose behind its famous safety positioning and the “defiant pioneers” who would embrace it. An innovative approach to sponsorship of the Sky Atlantic TV channel was developed using short, emotionally involving films and idents about individuals trying to make the world a better place. Films were amplified on social media and well-recalled. Research showed a shift in brand perceptions and sales uplifts coinciding with phases of media activity. Volvo UK outperformed other European Volvo markets where activity did not run. It is estimated communications generated a net profit of between £8.9m and £12.7m.