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January 15, 2009

Bathed in violence, the latest Volvo commercial hurts so good

Posted on Thu Jan 15 2009

VolvoBF

[The spot's been pulled from YouTube. We'll repost when it's available.] Fans of demolition derbies and The Dukes of Hazzard will get their fix with this latest ad for Volvo, which shows the company's cars throughout the years smashing into walls and other immobile objects, all to the tune of the 1812 Overture. There's no narration, but the point is to outline the car maker's 80 years of safety testing and show off the "City Safety" automatic braking system on the XC60, which acts as an extra pair of eyes on the road and applies the brakes when an object appears too close. I don't know if the spot, via Arnold in Boston, completely explains how City Safety braking works, but it's nice to see the cars getting roughed up, even if none of them blows up like in the movies.

—Posted by Todd Wasserman

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