Brief

Volvo is launching its new luxury sedan, the S80, this month, with a worldwide press campaign devised by Abbott Mead Vickers.BBDO. The car company is spending 1.3m in the UK on advertising in specialist and general interest magazines, and the national press. The campaign aims to establish the S80 as the most exciting and safest Volvo to date, employing lines such as: ‘If the Eighties were thrusting and the Nineties were caring, maybe a car made for the next decade should be both.’ The ads were written by David Abbott and art directed by Ron Brown.