Magazine article Marketing

Volvo Selects a European Style for Its New Brand Image

Magazine article Marketing

Volvo Selects a European Style for Its New Brand Image

Article excerpt

Volvo finds an Italian-made ad the better expression of how it want its cars to be seen. By Emma Reynolds

The new ad for Volvo has sped into the Adwatch table at number 12 this week, with 55% recall. Created by Italian ad agency Lowe Lintas Pirella Gottsche & Partners, it showcases the new convertible C70model.

The execution opens with a shot of a woman clad in 1960s clothes and hairstyle, sitting on a park bench with a baby in a pram. She leans over and pulls the hood of the pram over the child, to protect it from the sun. But the baby, enjoying the warm rays, pushes the hood back down again and turns his face upwards to the sky.

Thirty years later, baby is all grown up and still sunning himself in his new Volvo C70 as he races along beautiful country roads with the roof down. He stops to let an woman pass who is pushing triplets in a large buggy. As the car goes by all three babies push the top of the buggy down so they can stare in awe at the big shiny-wheeled plaything. …

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