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T-Minus Five Days : Volvo's First Super Bowl Goes Full Throttle Sunday






Mysterious astronaut photo generating Buzz

(IRVINE, Calif. – Feb. 1, 2005) –– With the creative content for Volvo Cars of North America’s first-ever Super Bowl shrouded in secrecy, many are speculating: Why is a brand like Volvo playing in the big game?


One word: Power.


Volvo’s 30-second spot will introduce the Volvo XC90 V8 SUV, the first V8-powered Volvo.


“There is no better place to preview the most powerful Volvo than the most powerful sporting event of the year,” said Vic Doolan, the president and CEO of Volvo Cars of North America. “And, the timing is perfect for going on the offensive. The Volvo XC90 is our largest selling vehicle and the best-selling European SUV in the U.S. Demonstrating the power of the new V8 version is a high impact way to remind the greater American public that Volvo is a contemporary, innovative and vibrant brand they should consider.”


In related news, last week Volvo ran a mysterious photo from the making of the ad that featured a blurred image of an astronaut (see While the Buzz has run rampant in Super Bowl ad watching circles as to who or what the astronaut might be, Volvo will not reveal the identity – though it is squashing one widely-spread rumor: The astronaut isn’t Elton John and the theme song is not “Rocket Man.”


Volvo is producing the campaign with its advertising agency of record, Euro RSCG Worldwide. Super Bowl XXXIX will be held Feb. 6, 2005, in Jacksonville, Fla.


More information about the vehicle and Volvo’s Super Bowl initiative can be found at


Eric Davis,

Haberman & Associates,



Sören Johansson,

Volvo Cars of North America,


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