Shots fired! According to this new car spot from Arnold Worldwide, Volvos are for real people, but Mercedes-Benzes are for snooty women of the 1% who preen at themselves in rearview mirrors. This is some good, clean class warfare, automobile-style, and luxury brands better watch out.
A few years ago, a Volvo was a boring car for people who needed affordable transportation. Now, the price hasn’t changed much, but the image has shifted slowly. It’s not that crazy to think that someone with enough money would pick a Volvo over a Benz. And the new spot tugs at the right cords of today’s economic realities to make the comparison seem not only feasible, but preferable. There are also a few campaign teasers on Facebook that flesh out the appeal of Volvo as “luxury for real people,” including: If your dog has a wardrobe, the Volvo s60 probably isn’t for you. Now they’re going after snobby women and people who dress up their dogs! More shots fired, Volvo. I’m in. Credits after the jump.
Chief Creative Officer: Pete Favat
Global Creative Director: Paul Stechshulte
Creative Director: Luke Perkins
ACD/Art Director: Maureen Gawron
ACD/Copywriter: Carolyn Zigmund
Producer: Bill Goodell
Assistant Producer: Claire Townsend
Business Affairs: Anne Joynt
Planners: Keiron Monahan
Strategy: Erika Hakansson
Marketing Producers: Don Lane, Joe Roman, Marilla Lane, Tara Smith
Production Company: Anonymous Content
Production Company Executive Producer: Eric Stern
Production Company Line Producer: John Benet
Director: Malcolm Venville
Cinematographer: Paul Cameron, ASC
Editorial Company: Rock Paper Scissors
Editor: Adam Pertofsky
Colorist: Tom Poole, Company 3
Sound Designer: Mike Secher
Music Composers: Wolf At The Door
Sound Engineer: Mike Secher
VFX: Brickyard VFX Boston/Sean McLean, Dave Waller, Jimi Simmons