In this episode of Beautiful Legacy, we explore how one of Britain’s most respected copywriters reshaped automotive communication through his work with Volvo. At a time when car advertising celebrated speed and status, Abbott chose restraint, clarity, and responsibility. He reframed safety not as fear, but as credibility - transforming it into a cultural value.

From the iconic ad where he lay beneath a suspended Volvo to prove the strength of its welding, to his broader influence through AMV BBDO and campaigns for The Economist and beyond, Abbott demonstrated that intelligence and honesty can outperform spectacle.

This episode examines how advertising helped normalise cars into everyday life - and how the language of trust became part of the safety system itself.