Ad Analysis: 2013 Volvo XC60 “Rearview” Commercial – Feature – Car and Driver | Car and Driver Blog

28 Feb 2015 | Author: | Comments Off on Ad Analysis: 2013 Volvo XC60 “Rearview” Commercial – Feature – Car and Driver | Car and Driver Blog

2013 Volvo XC60 Commercial: Friends in Need Ad Section]

Shortly after I my career in advertising, a wise Mad Man me, “When you write a commercial, to people like they’re friends because when you friends, you make customers.” It like Volvo’s agency my old mentor when it came up this spot, which is meant to make you feel towards Volvos and the good “real” folks who drive And these days, Volvo all the friends it can get.

We open on a luxury SUV stopped at a light. If you look closely, you can it’s a Mercedes-Benz M-class. A cut to the reveals a well-dressed blonde a duck face in the rearview We can’t make out her license but if it doesn’t read “1PRCNTR,” it

Cut back to the opening camera as a Volvo XC60 pulls up to the Benz. Its driver is a pleasant-looking intended to be reminiscent of your someone you went to high with, or maybe you.

As the Volvo settles in at the light, the lady looks over an air of superiority. But our friend in the XC60 is to this because she’s too peering into her own rearview crossing her eyes in a most fashion. What the. A cut she’s doing this for the of her kids in the back seat, who up at her crazy antics.

Oh, you wacky, Mommy! As the three of them a good giggle, Ms. All That them a condescending glance.

Meanwhile, the announcer explains Volvos are for “real people,” your friends. And you.

The also proclaims that kinda likes that its aren’t for everybody, but I find harder to swallow than the they make you drink a colonoscopy. Volvo would it if everybody wanted its cars, but isn’t going to happen soon: With a dearth of released products, its U.S. are skidding faster than a ’59 on a frozen lake north of in January. (Volvo sales down here in the early of this year, even as U.S. sales were up.)

This commercial is designed to that skid by going the people most likely to buy a women who put family first and like ostentation. Volvo this group through serious research, and I say the company is to zero in on them. But focusing on warm, fuzzy target can its downside.

Tassos Panas, head of and product planning for Volvo in America, acknowledged in an Automotive story that the spot is because it pegs typical buyers as more materialistic shoppers of the Swedish brand, and bound to turn off some converts. I understand that but when your pool’s you’ve got to plug the hole you add more water. In that this ad hits the mark.

Award-winning ad man-cum-auto journalist Don knows a good (or bad) car when he sees one; the Ad is his space to tell you what he of the latest spots. The ad’s is depicted via the shift pattern at the but everyone has an opinion when it to advertising, so hit Backfires below and us what you think, too .

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