Volvo is moving away from its traditional focus on safety and technical know-how in the launch TV campaign for its C70 convertible executive model - the first in its segment to have a retractable hard-top roof.
The execution will instead emphasise the emotional attributes of the car. It begins with three people in the car driving up a hill through the rain; as they get higher, and further into the clouds, they lower the roof as the car is bathed in sunshine. The ad, which airs from 13 March, will be backed by press, radio, direct mail and online activity.
Creative agency: Euro RSCG Fuel
Media agency: MindShare.
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