Home > Encyclopedia of Major Marketing Campaigns > Volvo Cars of North America

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7 Volvo Dr.
Rockleigh
New Jersey
07647-2507
USA
tel: (201)768-7300
website: http://www.volvo.com

Overview

"On June 12, 1990, a Volvo 240 ruined an otherwise perfect car-crushing exhibition. According to Fred Shafer, monster-truck driver, 'I tried everything. The darn thing just wouldn't give.' We couldn't ask for a better endorsement." So said the voice-over for the infamous "Bear Foot" commercial, which carried the tag line "Volvo, a car you can believe in." An early review by Adweek's Jane Weaver described how director Jim Perretti...