The largest pan-European campaign in Volvo’s history will roll into
the UK in May - for the first time through a Swedish agency rather than
Volvo’s UK shop, Abbott Mead Vickers BBDO.
Forsman & Bodenfors, which won the European lead agency role after a
head-to-head with AMV last year, makes its debut with a campaign
introducing a new version of the V70 estate.
The new work aims to challenge the public’s preconception of Volvos as
staid cars while reminding them of safety and spaciousness. It will run
in 18 countries.
Each of a trio of 30-second TV commercials highlights a little-known
advantage of Volvos, using the V70 as an example. In one spot a man is
seen buying a can of peas and flirting with the girl at the checkout. He
already has a huge number of cans in his boot - and room for more. The
endline says: ’1,641 litres of luggage space.’
Another spot shows a man getting ready for breakfast. He pops some bread
in the toaster but finds he’s run out of margarine. Unfazed, he jumps in
his V70, drives to the store and is back again before the toast is ready
- ’... 250 hp. 0-100 in 7.1 seconds,’ the endline says. In a similar
vein, a third ad focuses on a couple of young men grooving to a thumping
track in their sports car. When they drive off the music is found to be
coming from a parked Volvo V70 owned by a young mother.
Traktor directed the spots, which were written by Oscar Askerlof and
Johan Oliver. Art directors on the campaign were Mikko Timonen and
Anders Eklind, while media in this country is being handled by New
The campaign ends AMV’s 22-year domination of the UK Volvo market, a
tenure that has produced such well-known ads as the ’twister’ commercial
and the Campaign Hall of Fame poster, ’cages save lives’.