Grey recently launched a New Year’s campaign for Volvo, paying homage to the Swedish tradition of reading Alfred, Lord Tennyson‘s poem “Ring Out, Wild Bells” right before the the clock strikes twelve at New Year’s festivities in Stockholm.

The spot quotes the poem, but not in the streets of Stockholm. Rather, it’s played in a Volvo XC60 luxury SUV with the door cracked open while a group of friends gather around a campfire in an undetermined remote location as the snow begins to fall.

Grey New York Rings in a Somber New Year for Volvo