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itchy's picture

Not feeling this one at all. I don't really like the concept and even then I think the execution isn't spot on. I'm not sure car manufacturers should be casting any doubt over the safety of their vehicles. I know we all know cars aren't 100% safe - but I'd rather be informed of the measures that make it safe rather than be reminded that it's 'almost completely safe'.

Activity Score 58
andrej dwin's picture

dunno where you're from itchy, but Volvo has a reputation of being almost too safe.
too much in the direction that people who buy a Volvo are already thought as very responsible parents.

so if a safe-safe brand needs to sell a sports car, they'd better be poking a bit of fun at themselves. it helps the brand to remind me they're safe, but they have a sense of humor.

I like it, although it's probably not the best campaign in the world.

andrej dwin
Activity Score 937
Copywriter at Publicis Austria |

AdArena: Sex Sells

No fixed abode's picture

It sucks when someone counters your comment with a great piece of thinking. I agree completely with andrej. The strategy is spot on here. The bird one is the best because of good use of medium.

No fixed abode
Activity Score 380
Jet Propulsion Lab's picture

I like it, too. Although, again, I've seen exactly the same execution done elsewhere.
But let's hear it for Volvo for their relentless devotion to stick to their long-running positioning.
Itchy must be scratching his head because he doesn't get the idea. Or maybe because it just itches...

Jet Propulsion Lab
Activity Score 10679
frog's picture

'Reputation' is something that can be debated and not every buyer would necessarily be aware of what your understanding of a brand is.

Almost completely safe..therefore is not a good tag line (of course this too is debatable).

It could rather have been- "THE SAFEST.*conditions apply"
Go ahead pounce on me.

Activity Score 50
Primitive's picture

nah this is so weak you can do better, comon its volvo!

Activity Score 122
Graphic Designer at Workers Village, Automax Magazine |

Dont waste your life taking care of It...


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