• Nov 11, 2009
Click above to watch the video after the jump

Paying for product placement for big-screen movies can be a pretty risky business. If the movie is a flop, doing so could be a big-time waste of ad dollars that could have been better spent elsewhere. But if the movie turns out to be a global blockbuster, it can look like a very wise move, indeed. Volvo struck such gold with the first Twilight movie, as millions of teens saw Edward Cullen (played by Robert Pattinson) prancing around town in his silver C30. And the safety-minded Swedish automaker is looking for lightning to strike twice by getting its products noticed in Twilight sequel New Moon.

Cullen is a little older and a bit wiser in the sequel, so he appears to be stepping up from the C30 to the family-friendly XC60, although both models feature in the film. If you're thinking a crossover isn't exactly cool for the typical 17 year-old, try to remember that Cullen is over 100 in human years. Volvo's newest crossover makes perfect sense given the fact that it's the Swedish automaker's newest and freshest product, but we're having a bit of trouble trying to understand pushing a Volvo crossover in a vampire flick that gears towards teenage movie-goers.

Hit the jump to watch the 1:30 commercial, which doesn't begin until about 10 seconds into the YouTube clip. Volvo wants you to know that its vehicles give you the power to stand up for you what you believe in while also keeping what you believe in safe. If you're not into people haulers from Volvo, there are also plenty of dialog-free scenes from New Moon.



[Source: Volvo via YouTube]



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    • 1 Second Ago
  • 27 Comments
      • 5 Years Ago
      No self-respecting vampire would be caught undead in a Volvo.
      • 5 Years Ago
      Edward Cullen would be so much less of a fairy if he actually drove the S60R like he's supposed to, but at least they got the brand right.
      • 5 Years Ago
      I love cars in movies.
      • 5 Years Ago
      Astonishingly cheesy.. it's adhering to what an average person would think of Volvo trying to be cool.

      however, that xc60 is cool; maybe cool enough to actually get noticed in the film. I don't think many girls were able to look past Robert Pattinson to actually notice there was a c30 behind him, and the guys who were forced to watch Twilight were probably too busy gauging their eyes and ears out to notice it either.
      • 5 Years Ago
      They are actually using these in the movies because an S60R is featured in the book. Unfortunately there is no reason to put an R in a movie anymore...

      - - no I did not read the book, but bookstores were looking for R owners to come to release parties so people could see whats his face's car or something like that.
        • 5 Years Ago
        This made me very sad. Quite possibly the only thing I liked about the books my girlfriend is/was reading is the S60R. (I have one). Then it comes to the big screen and he's in a C30... ok, but it's not even a T5 R-Design! Come on!
      • 5 Years Ago
      I didnt get the message.
      • 5 Years Ago
      more Bella, less Edward please

      oh and nice swedish cars they got there :P
      • 5 Years Ago
      Sadly this further justifies my passing on the purchase C30 R-design this summer.
      HotRodzNKustoms
      • 5 Years Ago
      It doesn't make any sense to me for them to be using this movie to sell anything but the C30...
      • 5 Years Ago
      The writer of this article obviously does not know that there is a huge following of Twilight Moms out there. Google twilimoms. This movie and book is geared toward young girls but if you look at the numbers you will see a huge number of women 30+ buying the books and watching the movies. That is how this has become a blockbuster franchise.

      With that said, there is good possibilty that the XC60 will get some serious plublicity with women over 30. Though, the SUV is pricey and once folks get to the showroom they may just turn right around.
      • 5 Years Ago
      Mommy mommy, can we go buy a XC60? Pleeeaaassee!!! Sorry volvo, it just doesnt work that way.
      • 5 Years Ago
      Even my wife said these were dumb commercials
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