Volvo revamps image in pan-European burst

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.

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

PHD.



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’.



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