Volvo Unveils First Ad For Gay Consumers

NEW YORK-Volvo Cars of North America has launched its first print campaign aimed specifically at the gay and lesbian communities. The ad appears in the July issue of Genre Magazine, a San Francisco-based nationally distributed magazine for gay consumers.

The creative features the Volvo S60, two men, and the text “Lust and logic: Don’t they make a lovely couple?” Messner Vetere Berger McNamee Schmetterer, New York, handles the account.

“The ad was part of a local initiative by Volvo in the San Francisco area, where the company sponsored a gay pride parade,” said Scott Druian, Western Regional Brand Manager for Volvo.

Genre also plans to promote Volvo by driving new convertibles as their entry in this year’s West Hollywood Gay Pride Parade in Los Angeles.