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Video: New Ad For The Volvo C70 Pushes Safety Aside, Encourages Mixing It Up

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Screencap from the ad for the 2010 Volvo C70

Screencap from the ad for the 2010 Volvo C70

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For decades, safety has been Volvo's hallmark. That's served the automaker well, since safety has consistently ranked at the top of consumers' list of concerns when purchasing new and used vehicles. However, a new spot for the 2010 Volvo C70 (and another for the 2010 Volvo C30) shoves safety to the sidelines in an effort to convince buyers that Volvo knows how to party with the cool kids, too. And by "party", we mean "wife swap":

Some might think that given Volvo's impending sale to Geely, no one's minding the candy store, leaving Volvo's marketing team to get a little careless with its messaging. And true, the spot seems like an odd way to dilute Volvo's brand image -- especially now, in light of the Toyota recall fiasco and heightened safety concerns. Still, we have to admit: we've watched full-length movies with shoddier premises than this spot.

[MediaPost, YouTube]

2010 Volvo C70 Convertible

2010 Volvo C70 Convertible

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Comments (7)
  1. Ford has horribly mismanaged Volvo the last decade. Why did they try to push Volvo so far upmarket and why did they not offer a Volvo minivan?
     
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  2. So instead of soccer moms, Volvo is targeting what?
     
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  3. I like how there's no one in the background around / noticing what's going on / saying, "Uh...."
     
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  4. What a ridiculous interpretation. The two women are clearly lovers, and the man is the lawyer for one of them in her custody fight with her ex-husband.
    They're simply playing a harmless joke on a man they know is lusting after them but will never have a chance.
    Oh, those Swedes.
     
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  5. Volvo needs to get back in touch with its boxiness. I'm still not convinced that they've made it a stronger brand in more recent years.
     
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  6. Geely, it appears that they are targeting the Swinging lifestyle now.
     
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  7. absolutely ridiculous- Volve stand for one thing only and thats Safety- I hope that Ford cashed the check quick
     
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