While there is nothing uncommon about athletes and celebrities showing up in car commercials, it is somewhat surprising when the endorser actually matches up with the product he or she is endorsing. Houston Rockets' point guard Jeremy Lin and the Volvo XC60 can both be labeled smart, underrated and overlooked, which makes them a great pair for Volvo's latest ad campaign, "The Unexpected Ones."

In the commercial spot, NBA star Lin is showed getting into a bright red XC60 R-Design while others wait to be chauffeured off in a sea of black limousines. Then instead of turning to drive through a crowd of fans and photographers, he makes an unexpected turn away from the crowd and toward the open road. Just like the ad, Lin's career has been filled with unexpected turns after he received no college scholarships and went undrafted out of Harvard in the NBA, but then became a household name almost overnight due to his initial success at the top of the key playing with the New York Knicks last year.

Volvo and Lin signed a two-year deal as the automaker hopes that the ad resonates with younger buyers in addition to consumers in China and other emerging Asian markets. Check it out below to see if it resonates with you.


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Volvo Launches National TV Spot Featuring NBA Star Jeremy Lin

ROCKLEIGH, N.J. (Oct. 8, 2012) - Taking the first step in its endorsement deal with NBA point guard Jeremy Lin, Volvo will air a national TV ad highlighting the values that drove Lin from anonymity to stardom. His success story draws parallels to the commitment and values that make Volvo a unique luxury brand with an unmatched legacy of safety leadership.

The 30-second commercial - "The Unexpected Ones" - will begin airing nationally today on broadcast stations and cable networks, including ESPN and ESPN2. It will kick off during the morning segment of "SportsCenter," "Dancing with the Stars" in prime time, and additionally will appear during "First Take," "College Football," "20/20," "Criminal Minds," "The Mentalist," and "Law & Order SVU" throughout the rest of the week.

In the spot, Lin is seen leaving a celebrity event in a Volvo XC60 - the only European SUV with a 5-star rating from NHTSA and a Top Safety Pick from IIHS - standing out in passion red among a procession of dull, black limos. He first puts on the left turn indicator, then unexpectedly activates the right turn indicator instead and drives away from the crowd.

The subtle message connotes Lin's circuitous journey into NBA stardom, following being an undrafted guard out of the Ivy League. "No one expected me to be here. No expected me to be a starter, to hit game-winning shots. Or even play in this league," says Lin. "Well, I'm not here to live up to anyone else's expectations-I'm here to live up to mine."

Lin, a Harvard grad, is expected to help Volvo expand its reach in emerging markets and with younger customers. During a press conference in March, the Scandinavian luxury car brand announced the two-year, global endorsement deal, which focuses on China, the United States and other markets in Asia.

About Volvo
Volvo Cars of North America, LLC, (www.volvocars.com/us) is a subsidiary of Volvo Car Corp. of Gothenburg, Sweden. VCNA provides marketing, sales, parts, service, technology and training support to Volvo automobile retailers in the United States. For more information please refer to Volvo's blog at: http://www.volvoblog.us/.


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  • 22 Comments
      sapper
      • 2 Years Ago
      great video, I understood what volvo was trying to project. Lin personality fits the brand.
      Lucy
      • 2 Years Ago
      This is a good ad. I am looking forward to watching it. Jeremy Lin brings excitement to Volvo, which is a solid brand but lacks the flash and glamour of BMW. I think Volve's sales will increase. I will seriously consider it. It helps me to rule out Lexus in my mind.
      Carmy
      • 2 Years Ago
      Appeal to the younger crowd? Maybe they could drop their prices a few thousand on all models and bring the new V40 over to the U.S. market. Hatches are hot right now and for Volvo to not release that car here is crazy.
        Sekinu2
        • 2 Years Ago
        @Carmy
        Hatches are far from hot right now lol You obviously do not keep ujp with the car market and sales numbers. hatches are just above convertible sales.
      Willie
      • 2 Years Ago
      volvo's best play into in the asian market.
      • 2 Years Ago
      [blocked]
      Leeboo1211
      • 2 Years Ago
      He drives a Mercedes Benz, you can see it in his YouTube workout videos in SoCal.
        888
        • 2 Years Ago
        @Leeboo1211
        That workout video from last year was before he got deal with Volvo.
        Fuallnow
        • 2 Years Ago
        @Leeboo1211
        Even Jeremy knows better than to buy Volvo, which is a China owned car company
      oneviwatara
      • 2 Years Ago
      Very nice exterior but interior look cheap.
      IBx27
      • 2 Years Ago
      Volvo is owned by the chinese. Nothing surprising.
      a2004ssr
      • 2 Years Ago
      Great story Lin has. Also showed Carmelo's true colors ( insecure , jealous ) , Carmelo needs to learn how to play defense , he's lazy.
      Fuallnow
      • 2 Years Ago
      Volvo company is now owned by China since 2010. This is why Jeremy Lin was signed on by the Chinese. China rules!
      treeinsc
      • 2 Years Ago
      His looking reminds me of Tiger Woods. I don't know why.
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