Volvo burns rubber in honour of new racing sponsor

Client: Volvo Car Australia

Agency: Grey Sydney

Market: Australia

Campaign scope: Online film and contest 

Details: The intent of the video is to showcase the racing team's new livery, featuring new sponsor Wilson Security, while raising awareness of the imminent 2015 Supercars Championship. It stars Volvo Polestar Racing driver Scott McLaughlin as a security guard who spends his break smoking the tyres on his V8 supercar. Released first to online fans via the social networks of Volvo, its sponsors and McLaughlin himself, the video ends with an invitation to a contest where the top prize is a trip to the racing team's luxury suite at the Bathurst 1000, Australia's most famous race.

Press release quote: Oliver Peagam, marketing and communications director, Volvo Car Australia: “We have been working collaboratively with Grey to build an engaging slice of content, to build awareness but moreover to generate all important relevant leads for our business.”

Campaign Asia Pacific's comments: There's not much of a plot: McLaughlin drives around, checks some locked doors, puts an end to an amorous encounter in a steamy SUV, and then goes nuts on the roof during his break. A couple (the same couple from the SUV?) emerges from an elevator and displays stunned expressions upon seeing the car screeching around. The end.

The car looks great, and will surely get racing fans fired up. The sponsor logos get plenty of airtime. The contest may generate leads and sell some Volvos. We're not convinced that the film will "resonate beyond the V8 fans", as the agency attests.    

CREDITS

Client: Volvo Car Australia
Marketing and Communications Director: Oliver Peagam
Agency: Grey Sydney
Creative Director: Chad Mackenzie
Art Director: Adam Frazer
Copywriter: Dan Staudinger
Agency Producer: Katie Wellbelove
Account Director: Justine Leong
Account Manager: Matt Parker
Stills: Cohan Banfield
Production: Brightworks
Producer: Stef Puskar
Director: Cameron D’Arcy
DOP: James Brown
2nd Camera: Mitch Ayers
Editor: Dave Anlezark