Volvo. It is not renowned for edgy stunts, with ads generally as safe as its cars. But the brand is set to travel a new road, under the guidance of its new ad agency Arnold Furnace.
Prepare for handbrake turns, dohnuts and high speed chases ... er, maybe.
The brand has launched the first of a series of stunts. This one promotes Volvo's partnership with rugby union in Australia in keeping with the spirit of the great game's fans. It shows former and current Wallabies greats waking up the Lions team the night before the recent match with a giant boom-box outside the Lions' hotel.
And no, it's not really the Lions, just some well-placed actors, but the ad is pretty funny nonetheless.
Expect two more executions to hit the market shortly.
Maybe this is a sign of some brave new work out of Volvo.
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