The marketing push includes print and five different TV spots under a new tagline: "Life Is Better Lived Together." In one spot, a daredevil couple rides yachts, helicopters
and a Volvo luxury sedan for a breathless meeting celebrating their anniversary. In another, a fleece-clad couple picks up a climber and hikers on an Italian mountainside while the children's song
"The Wheels on the Bus" plays. The risk is that the new ads could alienate Volvo's traditional buyers, experts warn.
"Safety is very rational, says Pete Favat, chief creative officer of Arnold Worldwide's Boston office, which created the campaign with independent agency Nitro. "But a car still has to be sexy."