Volvo has commissioned a pan-European advertisement featuring a car that will never be built.
The Safety Concept Car is a test-bed for future safety technology and is on display at the Frankfurt Motor Show this week. Volvo’s global advertising agency, MVBMS Fuel Europe, has created a television and print campaign.
The 30-second TV commercial will run in automotive programming across Europe on CNN, EuroNews and BBC World. A double-page spread has appeared in Newsweek. MVBMS Fuel Europe managing director Chris Donkin says: ‘One of the rules of automotive advertising is that you never actively promote a vehicle you’re not going to make and sell. The Volvo Safety Concept Car has already broken the rules of what a concept car should be, so we were delighted to follow suit and break a few rules of our own.’