Monday, February 12, 2007


'Destination Life' is a new integrated advertising campaign for Volvo via agency Euro RSCG Worldwide, Sydney, which celebrates the contemporary lifestyles of Volvo drivers. Using humour, quirky visuals and animation with stunning car photography, the campaign aligns certain thoughts and attitudes to specific Volvo models. The first TV commercial for the XC90 launched last night.
According to Euro RSCG, Sydney ECD Rowan Dean, the aim is to allow people to experience the emotional thrill of driving a Volvo in an entertaining and intriguing way.

Creative Director: Rowan Dean
Copywriter: Anthony Pitt
Art Director: Luke Thomson
Producer: Wendy Gillies
Production: Frame Set + Match


Anonymous Anonymous said...

What a lame ad,a tired old idea ,badly executed.

2:33 PM  
Anonymous Anonymous said...

wow that's bad

7:05 PM  
Anonymous Anonymous said...

Looks like someone stuffed up and submitted the animatic by mistake.

10:08 PM  
Anonymous Anonymous said...

That is a really nice ad.
Good concept, strong execution.
That's why I am in advertising.
Great directing too.
Wonder who the director was?
Any hints?
Please.....I'll be your besty.

10:38 PM  
Anonymous Anonymous said...

Was this a plush production? Or now that he is on the Agency side, has Mr Dean changed his tune? Either way,it'ss not very good.

7:00 AM  
Anonymous Anonymous said...

With such a wealth of great advertisng behind brand Volvo, it's pretty sad that this is where it's ended up. The last thing Volvo needs, considering the baggage that the car has always carried (no pun there) is retro.

Shame on you Euro, shame on you.

10:14 AM  
Anonymous Anonymous said...

I actually put all Mitsubshi ad's at the bottom, Holden is down there too, The OLD Volvo ad's gave the brand a bit of a jump start but this thing just snuffed it out.
It's just a plain waste of time and money.
No seriously, it is.
Self indulgent, meaningless, junior Art director stuff, Directors tripe.

& 10:38PM,
We know this is the directors comment. it's best for you that you dont speak again. Keep quiet, Your names not on the credits, be best to stay that way.

oooh. Post is good.

8:06 AM  
Anonymous Anonymous said...

I don't get it. All the visuals are completely unrelated. You could slap a holiday destination or Target logo on the end frame and it would make just as much sense. WTF? It does look like a junior did it. One who couldn't get into award school.

11:11 AM  
Anonymous Anonymous said...

A few questions come up.

Did the suit undersell and over promise the cost of making an ad to the client? And did the agency then make it for the low-money? It would have cost peanuts to make this. Volvo is a luxury car-why this?

The problem here is some agency people DO have the talent to direct some stuff (if it's to cunts in a kitchen telling a joke) I won't deny that.
But then.. some don't. Especially when making a car ad! They should leave the serious production stuff to the experts.

We see it happening more and more- it's sad. And
it just shows you get what you pay for. 10:08 is right.

Take your shoes to the shoemaker, not the dentist.

My two cents...
It looks like some stock footage stuck together with running footage combined with some laptop looking effects.

A sad display of the times ahead for Volvo- a brand that has potential to be very cool.

Babbling Fool

12:14 PM  
Anonymous Anonymous said...

yuck. Can someone tell clients that using stock footage is a false economy - makes your ad look cheap and nasty. Pony up for the extra bucks and shoot images that are your own. This really does look like the animatic went to air.

4:42 PM  
Anonymous Anonymous said...

On a positive note! It's better than the Astra surfing ad. That looks like someone took a poo on a tape and handed it to the client.

Babbling Fool.

12:20 PM  
Anonymous Anonymous said...

Why do people put this sort of ad on the blog? They can't seriously believe that its any good.When you think of all the great work done on Volvo....mostly by AMV.....its tragic to see how far the brand has creatively sunk.

4:07 PM  
Anonymous Anonymous said...

What is the tune used for the ad?

11:10 PM  

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