With a motto like “Designed Around You” you better bet this car brand should talk about its customers. As a copywriter at Havas New York, I was tasked with creating the voice of the new campaign for Volvo. The following is a unique campaign voice I explored to humanize the Volvo brand and its vehicles. I opted for a tone of voice that is bold, smart, and assertive, consistently tying the product benefits back to the desires of the driver.
We’re glad you’re considering a Volvo. By now you’ve probably heard that we have some of the safest cars around. Impressive, certainly. But that’s only the beginning of our story. Because every vehicle we create is designed around you. What does this mean? When we design and engineer a car, you’re at the heart of every decision we make. It’s what makes us unique.
So let’s jump right into the models. Our S models are about as comfortable and refined as you’d expect from a premium sedan. Which says quite a lot in itself. But we take our S models a step further by offering you a ride that’s dynamic and responsive. Turn on a dime with torque vectoring and set the mood with a playlist that’s controlled by the sweet sound of your voice. And turn up the bass. This isn’t your grandmother’s car.
Next, we have the V models. With tons of coveted cargo space and the lightest powertrain yet, the V model wagons are ready for any and every adventure you can dream up. Take it to the private beach at sunset or to the rodeo, if that’s your thing.
And then we have the Volvo XC models. The point here is pretty simple. Some of us like a little more space and strength, without riding in something that looks like it belongs 800 feet under water. Toss in the poodle and the new flat screen, and you’re ready to go. Just watch the leather sport seats.
Now that you’re familiar with our models, it’s time to learn about some additional options. Choose an R-Design vehicle for a sharp, secret agent feel. Or choose a Cross Country vehicle for extra space and rugged sex appeal.
And last but not least, let’s talk about some of our latest innovations. When our features become industry standard, it’s because someone like you actually needed them.
We equip every Volvo with IntelliSafe technology that does everything possible to avoid a collision, just short of driving the car for you.
Each car is also equipped with Drive-E technology that optimizes fuel efficiency and carbon byproducts, so you can feel as good about your car as you do about the warm cappuccino in the cup holder.
And Sensus technology allows you to effortlessly control your vehicle, right from the driver-control interface. So your eyes stay on the road and your hands on the wheel.
That’s about as much as we can say about our cars in 12-point type. Now, you’ll just have to drive one.
The Volvo S60. Let’s be frank. Some other luxury sedans are hit or miss with their handling.
And this one’s a hit.
We’ve equipped the S60 with state of the art features like Pedestrian Detection and the new Lane Keeping Aid. Torque vectoring gives you a smooth ride around curves, and Full Active High Beam automatically makes you a nicer person.
The Volvo S60 even has a new, lighter, powertrain for improved fuel economy. Shall we take another trip around the block? Signs point to yes.
The Volvo S80 is our most refined luxury sedan. It’s comfortable, naturally. And this car handles like a spoon through a bowl of chocolate mousse.
Smooth.
The S80 has features galore to keep you safe, from the enhanced Blind Spot Information System to Park Assist.
So how about the interior? It’s how you always dreamed it to be. With mood lighting, the Elegance digital display theme and the new Connected Touch system, it just may be your turn to drive.
The Volvo V40 Cross Country is the V40 with a 5 o’clock shadow. This premium wagon
is made for your adventures on the open road. It has great storage room and well-placed compartments, as well as a hatchback rear.
The V40 Cross Country doesn’t just look the part. It plays it, too. Hill Descent Control makes sure you stay in control of the vehicle as you ride down those tough hills. And the panoramic sunroof lets in loads of sunshine.
So, go. Flourish. Ride to the soundtrack of life. And use voice control when it’s time to turn it down.
The Volvo V60 is the new modern. This luxury vehicle has the versatility of a wagon with the comfort and handling of a sport car.
Let torque vectoring smooth out your ride as Full Active High Beam automatically adjusts your headlights. Sound too good to be true? Read on.
Many of the car’s features can be effortlessly controlled from the driver-control interface. Switch lanes only when you mean to, with the new Lane Keeping Aid. And become a better citizen with Pedestrian Detection with full auto brake.
Like we said, this car is the modern wagon. Translation: smart storage compartments and exquisite style, designed for your benefit. Enjoy.
The Volvo V70. This premium wagon has all the safety features to keep your family secure, in a sleek body with just a nod to our design heritage.
The V70 comes standard with the enhanced Blind Spot Information System and Park Assist, which will help guide you safely into a parking space as little as 1.2 times the length of the car.
The smart storage compartments and split, foldable rear seats make for cargo capacity that’s about as infinite as the kids’ imaginations, while interior mood lighting may become more pertinent at times when your kids are not in the car.
Everything we’ve engineered since the beginning has led us to the Volvo XC60.
The XC60 has the strength of an SUV and the handling of a solid road car. Corner traction control allows you to motor around curves. And power assisted steering? Yes.
The XC60 comes standard with a heated windscreen, heated steering wheel and Full Active High Beam technology. Control many of the XC60’s features right from the driver-control interface.
So let’s talk about space. This crossover has a lot of it. Fold down the rear and back seats for over 67 cubic feet of cargo space. Or keep them up to flaunt the beautiful sport leather.
It’s the next generation of Volvo. It’s designed around you.
The Volvo XC70 is in disguise. It has all the power of an SUV in the agile body of a crossover.
Instant Traction Control and Hill Descent Control keep you, the driver, in control of your ride, while a lighter power train makes for better fuel efficiency.
And the XC70 has many safety features like Park Assist and the enhanced Blind Spot Information System.
But this vehicle isn’t all brains. It’s Beauty, too. Customize your XC70 with one of eight exterior colors, fog lights and dual chrome end pipes. You’ll only wish you could watch yourself drive one.
The Volvo XC90 is our strongest, most refined crossover SUV.
It has seven real seats made with handcrafted materials that have been tested for contact allergies. Customize your XC90 with the Interior Air Quality System, rear seat entertainment and the premium sound package for a comfortable ride for you and your passengers. And watch “comfortable” become the understatement of the year.
The XC90 has glorious safety features like the Anti-Skid System and Integrated Child Booster Cushions to keep you and your passengers safe. It’s the epitome of responsibility and refinement. Test drive with pride.
