The Car that Protects

The ad starts with an elementary schoolgirl getting ready for the first day. She tells her mom that she is nervous. Her mom replies with telling her daughter to be in control of her life. The ad then moves on to show this girl grow up. She meets her 3 best friends, gets a higher education, travels, falls in love, finds a job, and opens a studio. The highs and lows of life are clearly displayed which brings out the emotional side of the viewer. The placement and framing of the ad cause the ad to be effective because it creates a connection between the young girl and the audience which causes strong emotions to be provoked such as sadness, happiness, wanderlust, and sympathy.

Throughout the ad the young, blonde girl, whom we can call Diane for clarity purposes, is often shown lower than the camera. When Diane is sitting on the bus during her elementary school years the camera is above her. When Diane is laughing with her friends in what seems to be a barn, as well as during her birthday the camera is looking down on her. During these instances Diane seems innocent and helpless. This is a crucial role in the ad because by the time she almost gets hit by the car at the end, the viewer has Diane’s characterization as someone who has done nothing to deserve to get hit by a car. If the marketers portrayed her as an aggressive child who did not listen to their mother, then the viewers would not cringe as much when the car stops feet from Diane. However, the placement of the camera does not work alone in making this ad effective. How Diane is framed in some shots of the ad is also very important. Specifically, when Diane is walking on the sand dune in the desert. The camera is up close on her face making the viewers connection with Diane personal. This contributes to the effectiveness of the ad as well because it increases the viewer’s connection to Diane which makes her almost death tug on the audience’s heart that much more. Going back to placement of the camera, during this dessert scene the camera shifts and looks up at Diane. Although subtle, this placement causes you to want to be Diane. This goes back to the overarching reason why this ad is effective: the emotions it provokes.

The demographic whose emotions are affected by this ad are post prime well off working class mothers who want to protect those around them. This is the demographic because the homes pictured looked expensive, the car seemed expensive, Diane went to college without question, and still somehow had enough money to aimlessly travel. These are typical activities that someone with a good amount of money would experience in their life. This kind of money to afford the Volvo XC60 would probably come from a well-established mother. The ad shows Diane growing up which would appeal to the older crowd since they have most likely experienced these moments in their life. By being flashed these images, emotions from when this 40-year-old-somewhat-rich-working-mother would resurface causing a connection to the Volvo XC60.

If the viewer makes it through all three minutes and ten seconds, then the concluding message of the ad is that if you want to protect the futures of children then you must buy the new Volvo XC60. Some people may say that they are good drivers and would never hit another person. However, neither did the driver. She did not even see the girl until the car had stopped. Volvo is pushing for preventing situations “that never happened”. Their USP is protection even when the customer does not think they need it. The protection concept of this ad is beneficial, but the audience must realize that in addition, exceptional driving skills are needed in order to stay safe.

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