Volvo gets naughty with new ad campaign

Volvo is aiming to position itself as a fun brand through the launch of a "Naughty" campaign to promote its latest S60 car marque.

The second phase of the global drive will span TV, digital, print and outdoor.

The ads play off Volvo’s "responsible" reputation, by showing daredevil stunts using the car as it looks to compete against rival cars in the market, including the BMW 3 Series, Audi A4 and the Mercedes C-Class.

Created by Arnold Worldwide in partnership with Euro RSCG 4D and SapientNitro, the ads feature the Volvo S60 being driven backwards up onto a moving truck's ramp, as well as weaving at high speed through traffic cones backwards.

Consumers will be directed to a microsite where they can watch a film that highlights the cars performance.

Currently, the S60 is travelling across the US as part of "The Naughty Volvo Tour."

 In several cities, consumers are invited to put the car through its paces – and test the limits of their own naughtiness – by choosing to test-drive it on a "Naughty" or "Naughtier" driving course. There will also be an Autocross course where consumers will have an opportunity to compete for their very own customised Naughty iPad.

Volvo launched the first "Naughty" campaign in March.