Of all the inexplicable tie-ins, I would never have guessed Volvo and Twilight. The rationale is that Volvo keeps you safe, and vampires keep you safe! Well, not vampires in general, just Edward the Shiny. And how does Edward keep you safe? Well, he cares enough to drive a car meant for middle-aged women. Now, I'm not a Twi-hard or a Twi-hater, but this is possibly one of the worst collaborations I've seen since My Own Worst Enemy turned out to be GM's worst enemy. When the Twilight commercial I thought I was watching magically turned into a Volvo commercial, I knew it was going to be bad. I was right. They directed me to a Web site, WhatDrivesEdward.com, where I stared into Edward's sulky eyes and was asked to solve a six-part puzzle for a chance to win the same Volvo he drives in the movie. At that point, it was over between Volvo and me. But I wish Volvo (and agencies Euro RSCG 4D and Arnold) lots of luck in their attempt to convince moms to make major purchases based on the lust-crazed whims of their teenage daughters.
—Posted by Rebecca Cullers