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
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.