Havas Advertising's Messner Vetere Berger McNamee Schmetterer Euro RSCG, New York, created the campaign for the Ford Motor Co.-owned marketer.
The 30-second spot
The effort runs through April 1. In addition to CBS, the campaign will air on ESPN and can be accessed by personal digital assistants and e-mail-enabled cell phones.
The agency and its interactive unit, Fuel North America, coordinated the online and offline partnerships and are tracking the campaign's results. Upcoming TV spots for other Volvo models will continue to direct viewers to the Web site to answer questions.
The automaker said the strategy is to create a dialogue with consumers.