g r o t t o 1 1

Peeve Farm
Breeding peeves for show, not just to keep as pets
Brian Tiemann
Silicon Valley-based purveyor of a confusing mixture of Apple punditry and political bile.

btman at grotto11 dot com

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Tuesday, January 2, 2007
17:35 - Listen up, Sony
http://www.autoblog.com/2007/01/02/volvo-so-tell-us-what-you-really-think-about-our-

(top) link
Now this is interesting. Apparently thinking that the Dodge Caliber's "Anything but cute" campaign just doesn't go quite far enough, Volvo is taking customers' apparently mixed collective reaction to the new C30 and running with it:

Volvo has come up with an interesting new ad campaign to harness the polarized reactions to promote its new premium hatchback. Using the tag line, "That's one opinion. What's yours?," Volvo is breaking the 4th wall in its new commercials and asking people what they think of the C30's styling. And the company isn't cherry-picking the results, either. Apparently, it's OK for some people to dislike the car.

The campaign, which includes 16 short films, started in the UK and will be used in the States later in 2007. The theme of the series is "Product of free will." You can see all 16 shorts now at volvocars.com/freewill. This interactive website is pretty cool with an animated figure loving the car and then vomiting on it after some contemplation. For every 10-second negative clip, there's an equal length positive one though.

Now that takes some guts. And if the guiding lesson here is "Any publicity is good publicity", Volvo certainly seems to have found a better—and more likely to be successful—expression of it than Sony's recent astrorurf debacle.

I think the car looks quite nice, myself.


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© Brian Tiemann