The campaign concept for the G90, the flagship model of the luxury brand, has been developed around one simple idea: claiming that the main purpose of a car like this is not to drive it. But to be driven in it.

The heart of the campaign is the spot “You’re born to be driven”, which shows a captivating one shot that follows the life of a working-class kid. On a journey through five decades, his position in various cars changes from one seat to the other as he grows older. It starts like it started for all of us, in the comfy back seat of the parents’ car. And against all odds, it ends up where only those who are driven enough arrive: back in the back seat.