Volvo has always advertised it self as a car that thrives of safety. People relate volvo cars to an audience aged around 40+ were by now you should have settled down, thinking about family, where by safety comes first. As seen below...
Once volvo had secured this status of being a safe car. The way in which they chose to advertise the cars could become more abstract and contemporary.
Again they have focused the ad on safety by using a safety pin shaped as a car. However it is less direct but it still triggers the same reaction as the other ads. Below is a couple of ads in which volvo have taken a different approach and turned a plain old crash dummy into a character that due to the volvo being so safe, there is now no need in a crash dummy, hence why the ad below is at the department of employment.
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