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Volvo XC90 Campaign
Submitted by aspiring_creative on Wed, 2008-02-27 19:44.
Ads for 2008 Volvo XC90 which was just awarded the IIHS Top Safety Award.
Comments please!
Comments
Comments please. Just quit my job to pursue my dream career in the advertising industry!
Interesting concept. I kinda like it, but one thing that's nagging me, how would they test how safe their cars are now that the dummy's have gone?
www.creativeduck.blogspot.com
Thank you for the feedback.
You raise a very good point, your question is a risk taken with these ads, which tread a thin line between demonstrating superior safety and an oversight of safety. My thought was the ads deliver a strong enough message in a lighthearted, somewhat comical way, as to avoid the idea being taken too literal.
With the same visual, but different copy, do you think I can deliver a more effective message?
it's not really wrong, if you say something like "volvo is so safe they don't need to employ new dummies" in your copy.
but yes, think it was mercedes who did something like this. not exactly the same though, but it feels alike. they had old wrinkled dummies for that if i remember correctly.
_Its, done before, but its a great point to star it for you
__
Joaquin de Camble Guamble
What if you show the crash test dummies as employees of Volvo? Hanging round the water fountain or doing the books etc?
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Energizer Bunny arrested, charged with battery.
I like this. wasatts probably right but this is advertising, you've just got to do it better. It is a bit overdone that this new product is putting something out of work, i made a thermos ad a while back with tea cosies on street corners offering to work for food, and outside the job centre cos thermos keeps things 'hotter for longer.' still its a nice idea.
i dont like the art direction however it doesnt need the cut off, and i would have the shot of the car. Crash dummy invariably says 'car' and 'safety' (crash aswell presumably but nvm)
so nu show me a dummy with an XC90 logo i get it.
1 and 2 are clearer than the 3rd, but the 3rd is more subtle so im not sure which i prefer. altho 1 is too obvious.
ok and the headlines, i dont lik them
"best of luck vince and larry" - bit flat doesnt really offer much to the idea.
"everybody wins, well almost everybody" - its a bit 'addy' and it doesnt build on the idea
"Hearts will race for those with a pulse" - its a safe car, not a ferrari you can only convey one message or you'll dilute it and it wont say anything powerfully.
something like "we just use the 1 dummy now" could be nice knidve like the wrinkled dummies they dont need to be replaced.
Nice concept... Good idea but don't stop, you want to make it great ;)
http://www.bahonsadvertising.co.uk
Stay away from dummies when it comes to car safety. Been done too many times. But it's a good start and well executed. :)
You could simple show the dummies in a store room looking dusty and unused?
i don't mean to be a grinch here but you gotta realize an idea is over-used if on the same day you see three of the same concepts. 1st example would be the guy that posted the Brinks security ads in this forum. Second example would be the starving cow on the front page of the site. It's definitely not a bad idea and it shows great potential, but unfortunately when an idea has been done a lot it really hurts you more than it helps.
While all opinions should be respected because they are exactly that, opinions, fortunately some can be dismissed.
so, what you're trying to say is that I'm wrong and your idea isn't over done?
When everyone is telling you the same thing, then basically, you're dismissing ALL opinions.
The art is nice, you executed it well. Take that as a compliment but realize that your idea has been done to death. Show your maturity as a creative. Kill it and move on.
If you wanted to play on the crash test dummy idea further (an idea dating back to the time when the Huxtables were new to television) and still play on the idea that perhaps Volvo has basically perfected car safety, why not look past crash test dummy people? Move onto inanimate objects like a bag of groceries decked out in crash test dummy markings? Cell phones, dry-cleaning, golf clubs...
Michael
Luminous Media Canada
World Leader in Electroluminescent Advertising Technologies
http://www.luminousmedia.ca
Thank you for the feedback. The suggestive criticism was my reason for signing up and it was a mistake for me to dismiss anyone's judgment. If the idea has been done, that's news to me; knowledge of which I am sure will come with some experience.
I want to be able to use this criticism productively. I guess a good question to ask is whether these ads, used in a portfolio to help obtain a junior creative position, would help me or hurt me? Would love suggestions like the most recent from lmcanada.
Hi aspiring_creative! Your body copy makes for an interesting read.
But, using crash test dummies as an idea for car safety is first thought. Depicting something going redundant, is overdone. I would therefore suggest you to keep visiting this site, look for some good advertsing through annuals, books, archives and keep observing things around you. Then again, for a start this is good...
As far as this helping or hurting is concerned, it depends on where you go and who you meet. Most of the times Creative Directors like to get a little arsey with juniors and beginners. Now that you've entered the industry, you will have to constantly dodge these "DONE BEFORE" bullets. Some CDs almost get this sadistic pleasure by telling others that the idea is done before. Coming back to your idea, i would suggest you to have a look at the Ads Volvo has already done and has been known for.
All the Best, mate!
- The trick to forgetting the big picture is to look at everything close-up.
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