Australia has a unique campaign developed in response to a deep cynicism about Volvo drivers. “Bloody Volvo driver” is a phrase relating to drivers so confident in the safety of their vehicle they treat other drivers’ safety with contempt. Euro RSCG Australia developed a campaign around the contemptuous phrase, hoping to turn it round to one of envy. Advertising commentators were skeptical for some time. This could so easily have backfired. Volvo’s sales were already dipping. But it appears the ads helped reverse the trend – people starting thinking about volvos for a younger generation.
The set of TV ads is on the EuroRSCG Australia site as quicktime videos.
Mother and Child
A woman drives through traffic, barely tolerating the noise of her daughter’s rattle in the back seat. “The Volvo XC 90 sliding child seat keeps little ones nice and close to Mum.” As the traffic light turns red the woman stops, turns around and confiscates the rattle. Her daughter cheekily says, “Bloody Volvo Driver”. 2 mb quicktime video.
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Supermarket
Two men pass each other in the supermarket aisle. One bumps into the other. The ‘accident victim’ looks back and mutters, “Bloody Volvo Driver”. 1 mb quicktime video.
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Traffic Lights
A man’s at the lights ready to go when the traffic lights turn green. However the car in front, a Volvo E320, stays still. “Come on, it’s green. What are you doing? Bloody Volvo Driver.” 1 mb quicktime video.
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Art Salesman
A couple are talking to a art salesman when the guy loses interest. He’s seen a Volvo pulling up out on the street. The salesman says, “Bloody Volvo Driver.” 1 mb quicktime video.
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Motorcyclist
A motorcyclist passes a car almost colliding with an oncoming Volvo. Sensors detect the rollover risk. Intelligent braking engages. Engine power compensates. The motorcyclist mutters, “Bloody Volvo Driver”. This one is filmed on an American road. 2.1 mb quicktime video. The same ad is available without the screen text. 1 mb.
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There is no such thing as a Volvo E320, the car that doesnt move is a mercedes E320 and the guy wanting to go in sat in a Volvo S60 and calls the mercedes driver a bloody volvo driver.
Bloody Volvo Driver!