Volvo is definitely doing something here

24Jun08

I posted a while back about a Volvo ad that used a song by the Swedish group Malpo Mene, and I wondered if the might be trying to tap into their Swedishness by using an indie-rock group from their own country.

The answer, it seems, is yes, because the newest Volvo ad uses a song by the more established Nicolai Dunger called “Something in the Way” – check out the video here:

So Volvo is tapping into the contemporary cultural assets of their native country to promote the brand as somehow unique among European car makers.  I’ve often thought about ways to extract value from a country’s culture, but aside from tourism and tangible products, it always seems to be pretty difficult.  Leave it to the Swedes to be a step ahead – although I’ll be keeping an eye on how it works out and if anybody else seems to take notice.

And I’ll leave you with the full (cute) video to the song:

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