Volvo has launched a new campaign that paints the brand in a luxury light, taking on the likes of Mercedes, BMW, Lexus and in particular, the Audi A4.
In an initial TV ad from Arnold Worldwide, a trophy wife-type in a Mercedes stops at a traffic light alongside a mom in a Volvo S60. Each checks her look in the rear-view mirror with very different results. The voiceover explains: “Volvos aren’t for everyone, and we kinda like it that way.”
“There’s a certain segment of luxury car buyers who are very independent and eschew what is expected of them,” Arnold executive director Don Lane explained.
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