Volvo Appeals To Parents.
Having worked in the car industry for a number of years, part of my job was to review advertising creative.
Therefore, I can easily concede that most auto TV commercials are monotonous drivel — not to mention insulting to the intelligence of most drivers.
(As a self-proclaimed critic of commercials, I would add beer spots to this category, as well.)
And why on earth can noone make a great beer commercial, spoken from a “self-proclaimed spudmeister”:)
There is one exception among auto-makers lately, and that is the current Who Would You Give Your Volvo To? campaign, from the Swedish car company.
The little girl is absolutely charming, speaking a-mile-a-minute, wearing an outfit that only dad could have assembled and the best part…is the dad seems as if he’s hanging on to her every word.
This commercial does exactly what it was intended to do, reach right down into the hearts of parents, in a way that’s fresh, but dripping with Volvo’s heritage saftey reputation.
Parents are intended to walk away from this spot thinking: I’m going out right now to buy a Volvo (if they don’t have one) so I can leave it to my kid. I would be a monster if I didn’t!
Stop the press: Here’s a question about the logic of the spot. When this little 5-year-old is old enough to drive…will the car still be running?
Better yet, how chincy is it to give someone a car that might eventually have 75,000 miles on it?I’m just wondering…good commercial though.
(I’m assuming this spot is the real story of a real Volvo client…based on the contest rules on newvolvocars.com.)
Tags: ad-campaign, Auto-industry, beer-commercials, who-would-you-give-your-volvo-to?Related Stories
POSTED IN: Fabulous Coffee Break, Fabulous Work Life Balance
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