AMV points to style and safety of S80

Volvo is exploiting a combination of stylishness and a new safety feature in the launch advertising for its S80 luxury saloon, which breaks in the UK on Monday.

Volvo is exploiting a combination of stylishness and a new safety

feature in the launch advertising for its S80 luxury saloon, which

breaks in the UK on Monday.



Head-turning is the recurring theme of the 30-second commercial for the

S80 - claimed by Volvo to be the safest car it has built - which

features a new device to prevent whiplash injuries.



Volvo says the the development - called WHIPS - is its answer to one of

the most common car injuries, which can even occur in low-speed

accidents and costs insurance companies and businesses millions of

pounds a year.



The commercial, produced by Abbott Mead Vickers BBDO, is set in an

Italian village where a coffee shop owner is so interested in the S80

that he pours coffee on to his counter because he is not paying

attention.



A group of tourists is more interested in the car than the local sights

and even a flock of waddling geese turn their heads to look.



The safety message is explained using Leonardo da Vinci-style cartoons

and is illustrated by a schoolchildren’s marching band. As the child in

front stops abruptly to stare at the car, he sets up a chain reaction as

the band members bump into each other. The front child ends up rubbing a

crick in his neck.



Sarah Buckle, Volvo’s UK marketing communications manager, said: ’It’s a

gently amusing scenario which manages to convey the look of the S80

while graphically demonstrating the benefit of WHIPS.’



The film, which is due to run for the next month, was written by Peter

Souter, the creative director of AMV, art directed by Mike Durban and

directed by Sharon Maguire for D Films.



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