The same day I posted "Smelly Volvo Families" an article appeared in Ad Age about the new Volvo campaign.
The article was about how Volvo's agency developed the idea for its new campaign. Apparently, the agency interviewed valet car parkers to find out what Volvo owners are like. I swear this is not a joke. Valet car parkers.
I wonder what planning genius came up with this idea.
They enjoyed many deep insights about Volvo owners from this exercise. "They are users not havers; they use what they have," says the agency's account director. Apparently the rest of us don't use what we have. I know I haven't been using what I have lately.
Their director-global advertising added, "Safety is about enhancing the quality of life for people inside and outside the car."
Uh...excuse me, moron. Safety is about saving your childrens' fucking lives, okay?
According to the article, 'The results were enough to build a campaign showing Volvo drivers as "we" people as opposed to "me" people.' To this I would just like to add, Give Me A Fucking Break!
I know agencies are brilliant at coming up with this bullshit, but what kind of nitwit clients actually believe it?
This account planning thing has gotten way out of control (see Salesmen and Sociologists). We've got to kill them all and start over.
SUBSCRIBE TO THE AD CONTRARIAN