Volvo has been in a bit of an uncomfortable position in recent months, with dwindling car sales. But despite this the company seems to have rekindled excitement for the brand with the launch of the all-new Volvo V60. With increased power and better handling of corners the Volvo V60 promises to deliver more exciting driving dynamics than your average wagon. Volvo believed they had pushed the envelope to limits they had never previously reached with the development of the chassis in the new V60 but it seems they have also done this with their television advertising.
The new, 30 second, V60 advert details “How to Make a Sexy Car Ad” through:
1. Show a sexy car
2. Include a visual metaphor
3. Make it all wet and steamy
4. Finish with an obscure product demonstration
This advertisement not only offers a very light hearted take on this but also gives Volvo the opportunity to get away from their usual reputation as a reliable, middle – aged car. They have realised that the public are not idiots falling for the same car advertising ingredients and offer an amusing alternative with the use of a flicker at a race car drivers gloves, a black panther, rain and a closing boot!
Edel Kane
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Edel I loved this new advertisement when I saw it first. I comletely agree with you when you say it enables Volvo to move away from their reputation of being a reliable and middle-aged car. My Mum drives one and I've always thought of them as sturdy, reliable yet quite boring cars! This new advertisemnt allows them to move outside this box without actually having to be too 'risqué'. They play on the 'sex sells' motto but don't actually have to use any scantily clad women.
ReplyDeleteMany people (especially women) get very angry when they see advertisments using sex to sell ther product, especially when the two are unrelated The new carbuyersguide.ie advertisemnt features a girl in a bikini washing her car. It has been met with many complaints and the company has really seemed to infuriate its female customer base. The Volvo advertisemnt mocks this approach to advertisment whilst still creating a buzz with the ad.
I think this is a really interesting ad. It definitely enables the viewer to look at Volvo from a new angle and has the potential to attract a new audience, like Julie and Edel have pointed out. In doing this, it builds on other campaigns such as the "Lost in Forks" campaign that coincided with the release of the Twilight films, in which Edward drives a Volvo C30 and a XC60.
ReplyDeleteI do see a flaw in the ad, however. Edel, you mention how this new model is technologically more advanced with increased power and better handling of corners. Where is this portrayed? I think there should have been some way to incorporate this while at the same time staying true to the fun spirit of the ad. Of course Volvo wants to shed it's boring, middle-aged image, but I think it's dangerous to eliminate your current customer completely.