EXCLUSIVE: Volvo hatches the C30 ad campaign
We're looking forward to the eventual US arrival of the new Volvo C30. Next month, Volvo will be launching its new ad campaign for the plucky little hatchback across Europe. Spearheading the effort is a series of 16 different television commercials created by Fuel London (part of Euro RSCG Worldwide) which carry forward the campaign's theme, "A Product of Free Will" (as in, feel free to love it or hate it, find it beautiful or ugly, etc.). It's going to be backed by a full interactive and mobile effort highlighted by a dedicated website that'll offer up all 16 videos, games, downloads and the usual online swag.
The agency shared four of the spots with us, and we're happy to bring them directly to you. The one above is called "Tomato." After the jump, you can check out "Many Eyes," "Ugly/Beautiful" and "Mother." This is their first appearance anywhere.
Comments on past C30 posts have shown that reader opinion on the car is generally divided into two camps: cool and ugly, so it sounds to us like the campaign is taking the right approach. Exercise your free will and let us know what you think.
(Three more commercials after the jump)
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Reader Comments (Page 1 of 2)
Matt 1:37PM (11/28/2006)
Cool car, bad commercials
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Gunnar 1:01PM (11/28/2006)
Each one of those ads is quite disturbing and in some instances, even gross. The model is not served by this bizarre, Dali-esque attempt at humor.
http://www.automobilesdeluxe.blogspot.com
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D-Dog 1:14PM (11/28/2006)
Ah, I'll pass on the C30...BAAARRPPPPP!
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TrueDis 2:13PM (11/28/2006)
#1, Agreed, this ad campaign is terrible.
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risingsun 2:32PM (11/28/2006)
Very cool car, bad commercials. I will definitely be at the dealership to take a look when these make it to the US.
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Fabulo 4:22PM (11/28/2006)
First one is pretty odd and negative (tomatoes? booing? canes?) and does not fit well. The other ones are pretty spot on the message. And cute too.
Not sure if any of these ads are going to the US though. US consumers would not understand. And none of these are 30 secs either. (that's a huge clue, 30 minutes shows, 22 minutes content, 30 sec ads rigid frame)
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Juan 2:31PM (11/28/2006)
That ad campaign will probably work for Europe, but probably not for the US.
Personally, I think the C30 is awesome, and I want it with all my body. If people don't like the styling, that's fine, but calling it "ugly" is a bit of a stretch. Does Pontiac need to bring back the Aztek to give people a better basis of comparison?
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Peter 4:49PM (11/28/2006)
I like the car for the most part but I'm hoping these ads will sit better with the European audiences for whom they were designed.
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Sue Esponte 2:10PM (11/28/2006)
Ditto to #3.
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Vincent 2:35AM (11/30/2006)
hmmmmm... :S strange commercials...
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Steve 3:26PM (11/28/2006)
Stupid commercials demean a great looking car. I hope they haven't shot themselves in the foot on this one. I'd like to see the car make it and continue to be improved by Volvo.
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Michael Cicconi 2:29PM (11/28/2006)
I like the ads, a lot ... very European so they won't go over well here, but audiences there will respond. Two comments about the car:
1. We all say "It's ugly!" when we really mean "The REAR is ugly" (face it, the rest of the car is gorgeous)
2. If it is for the European market, they've seen their share of "ugly" cars already.
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finbred 6:48PM (11/28/2006)
They're just using us as a (very) low cost test group. I hope.
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TheChaz 8:21PM (11/28/2006)
It's a lovely car, and you can rest assured that the US commercials will be nothing like that.
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Andy 2:52PM (11/28/2006)
The commercials are different; but like a movie I saw (The Fountain), fits in Europe and not here.
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BLS 3:14PM (11/28/2006)
I think it is a great car. My wife and I are already discussing european delivery. But have to get people/stuff hauler first. I especially like the wet suit seats. Interested in seeing prices though.
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Some Guy 3:15PM (11/28/2006)
This ad campaign makes no sense to me. Maybe Dilbert is right about people in marketing: Things that are totally stupid to the average person is completely sensible to marketing. I think the C30 looks pretty cool. I prefer to spend less money and to buy American, though. Maybe Volvo's approach here is "Good press or bad press is preferable to no press"?
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Sue Esponte 3:33PM (11/28/2006)
Michael, the rear is ugly? Are you kidding me? The C30's booty define's the car!
While I've grown tired of retro-styling that involves no real imagination on the part of the designer, I think Simon Lamarre did a great job of capturing the past (think 1800) and melding it into something modern without being as effusive of the original Volvo design as Ford was when designing the new Mustang. Sure, the new Mustang is a nice looking car, but it was a nice looking car when Ford penned the design nearly 40 years ago, too.
While the front end of the C30 may be a nice design, it is simply a rehash of the current S40/V50, which itself is merely an updated interpretation of the design theme originated by current S60.
If Volvo will build one, I'd be happy to park a C30R next to the S60R in my garage.
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Muertepor 4:59PM (11/28/2006)
"Ugly/Beatiful" was actually run about 300 thousand times (they had a loop of ads up on the screen while people were taking seats) before the beginning of the MPH 06 show in London at the beginning of this month. There were two or three other C30 ads in the mix as well, all along the same lines. One of them kept switching between a picture of the C30 in a field of flowers with a rabbit and a picture of the car in a dark forest with a snarling, red-eyed opossum. Whenever the "nice" picture appeared, there was a sparkling noise, and whenever the "evil" one appeared, there was a loud, ear-rending, and incredibly annoying shriek. Having that repeated for 45 minutes has put me off the car entirely, I'm afraid.
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Sue Esponte 3:58PM (11/28/2006)
Michael, the rear is ugly? Are you kidding me? The C30's booty define's the car!
While I've grown tired of retro-styling that involves no real imagination on the part of the designer, I think Simon Lamarre did a great job of capturing the past (think 1800) and melding it into something modern without being as effusive of the original Volvo design as Ford was when designing the new Mustang. Sure, the new Mustang is a nice looking car, but it was a nice looking car when Ford penned the design nearly 40 years ago, too.
While the front end of the C30 may be nice, it is simply a rehash of the current S40/V50, which itself is merely an updated interpretation of the design theme originated by current S60. There’s little to nothing unique here, folks.
If Volvo will build one, I'd be happy to park a C30R next to the S60R currently in my garage.
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