The purports to be the homepage of a Venezuelan film and commercials director called Carlos Soto.
The site has a film "made by" Soto that says he was asked by Volvo to make a documentary about an amazing coincidence in a Swedish town, where 32 families have bought the same car. However, while making the ad he became suspicious.
"Volvo recently hired me to film a short documentary project, 'The Mystery of Dalaro'. It is a very interesting story, but perhaps it is too interesting. I have reason to believe I was lied to while making this movie, for reasons I am not quite sure of," Soto said.
"I have posted a personal edit of the footage here. I point out inconsistencies that occurred to me while reviewing the footage, and show an accurate and impartial view of what I saw. The original edit tells what I thought was a genuine story, that I no longer do."
The new Volvo ad is being shown on British television and in cinemas as part of the campaign for the S40. But in the film on Soto's site, he muses that he may have been duped by the people who appeared in the film.
The film on Soto's site cleverly highlights several of Volvo's selling points, such as the clean lines of the design and the GPS system.
A search on Google reveals numerous Carlos Sotos, including a Spanish fishmonger and corporate relations director of Coors Brewing -- but no filmmaker.
Volvo decided to run with a spoof campaign because it would challenge viewers and get them involved.
Tim Ellis, global director of advertising at Volvo Cars, said: "Even though it comes off as quite serious, the story is actually very playful -- once you think you've got it, we offer one more layer to the communication to question that assumption."
The ad was created by Havas-owned MVBMS Fuel Europe, the Amsterdam-based agency which was appointed in July 2000 to the Volvo account.
Simon Pride, European account director at the agency, said: "People are absolutely saturated with advertising these days and we need to find new ways to capture their imagination and get them involved with Volvo. The internet offers great opportunities to tell interesting stories about the brand, and to do so in more innovative and entertaining ways."
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