'Drive It Like You Hate It' Volvo ad from 1962Enlarge Photo
If you're reading this from North America or Western Europe, you're probably a little groggy thanks to the return of daylight savings time. We recommend easing into your work week with a short video about Volvo's famous "Drive It Like You Hate It" ad from 1962, reimagined by its creator, Amil Gargano, for the digital age.
Gargano is a first-generation American and a native of Detroit. He is also a bona fide Mad Man -- a player in Madison Avenue's advertising industry during the 1960s. He began his career with mega-agency Campbell-Ewald, then in 1962 opened his own shop, Ally & Gargano, with a couple of close friends. Their first account? Volvo.
At the time, Volvo had been selling cars in the U.S. for less than a decade, and it was still trying to find its identity. Inspired by the rough driving conditions found in Sweden at the time -- chilly temps, no speed limit, and lots of unpaved roads -- Gargano and his colleagues decided to brand Volvo as a tough car that could stand up to anything.
Fifty years down the road, Google invited Gargano to re-imagine that campaign, using today's connected technology. First, Gargano got a crash-course in that technology; then, he and the Google team found their story -- in Irv Gordon, who has logged over 2.7 million miles in his 1966 Volvo P1800. The re-envisioned ad campaign involves tracking Gordon's progress as he approaches the 3,000,000 mile mark.
The result is pretty spectacular. And that's not just our opinion: Volvo liked it, too. Have a look at the eight-minute mini-documentary chronicling the whole process, and scroll down a little further to see the original "Drive It Like You Hate It" TV spot.