To sell the new Volvo C70 - we had to overcome its reputation
So we came up with a simple idea to position the C70. It’s Sexy, but safe. Which led to the sexy headlines, with the danger removed.
As a little bonus - here’s another ad I wrote back in the day that won a few small awards locally and internationally. Taking typical newspaper pages, and removing all the bad news. It was a hilariously fun project to write all of the “non-news” articles. The most amazing part? The client didn’t even change one word.