Volvo redesigns parking icons for same-sex families in new ad campaign

As part of a new ad campaign, coinciding with Pride in London, Volvo have redesigned the family parking icons seen in many shopping centres to reflect more modern families – including same-sex families.

“According to the Office of National Statistics, 65% of U.K. families are non-traditional,” says Joseph Ernst, creative director at Grey London the ad agency behind the new campaign. “But the family iconography we see every day still doesn’t reflect this. To launch Volvo’s ultimate family car, the new V60, we wanted to represent families of all kinds. The Volvo Family Icons are a celebration of the broad spectrum of diverse families living in the UK today.”

The new parking icons, which they’ve painted in the Westfield London shopping centre, feature a variety of families including, same-sex parents, single parents, older parents and grandparents.

Volvo U.K. representative Georgina Williams explains in the commercial: “We’re a really family-centric car brand. Families have evolved into all different shapes and sizes, and we’re evolving with that with this latest iteration of the V60.”

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