Volvo Cars of North America (VCNA) has tapped
Hip-Hop music to help sell their latest automobile in a new advertising campaign.
Starting in March, advertisements featuring the
music of Dilated Peoples will be heard nationwide, promoting the new Volvo S40.
LL Cool J handled the voice-overs, while music-video director Dave Meyers shot
"It's not enough to just reach people with
a campaign," said Thomas Anderson, VCNA Executive Vice President, Marketing.
"We want to go beyond that and touch and move people as well. "The
campaign is surprising, refreshing and cool, yet reassuringly Volvo at the same
time. The tone we are using is youthful and confident, but not arrogant. With
this campaign we will show that Volvo can be sexy and fun."
The campaign covers television, movie theaters,
the Internet, Virgin Megastores, Bloomingdales and other outlets. On television
the ad is prepared to run on Comedy Central, E!, ESPN, The Learning Channel