Volvo C70 convertible

MVBMS Fuel Europe has created a pan-European advertising campaign for the new Volvo C70 convertible. The campaign, which breaks in the UK next month, will run on TV and in cinemas. A commercial for the Volvo S60 will follow it.

The campaign aims to capitalise on the increase in interest in football in the run up to the World Cup and focuses on the Volvo’s style and safety features.

The ad features a young man driving through an Italian town in the Volvo with the top down. The townspeople are wearing the blue and white strip of their local football team, but the driver is wearing red. A title reads: ‘At what point does a convertible become a Volvo?’ The driver locks his door and a second title answers: ‘When you feel protected even with the top down’. Media is through MindShare.

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