SBD/October 9, 2012/Marketing and Sponsorship

Volvo Unveils Details Of First National TV Spot Around Rockets G Jeremy Lin

Volvo Cars of North America is “launching what it says is the first element” of its two-year endorsement deal with Rockets G Jeremy Lin, according to Karl Greenberg of MARKETING DAILY. The national 30-second TV ad is "paralleling the values that drove Lin from anonymity to stardom with Volvo's own journey.” The company said that the commercial, called "The Unexpected Ones," is “airing nationally” on channels including ESPN and ESPN2 and will air in primetime. The ad shows Lin “taking a right when everyone else takes a left, intended as a metaphor for his own circuitous route to the NBA.” Lin then “leaves a celebrity event in a red Volvo XC60, standing out in a line of black limos.” He “first puts on the left turn indicator, then unexpectedly activates the right turn indicator instead and drives away from the crowd” (MEDIAPOST.com, 10/8).
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