Volvo Trucks North America, Greensboro, N.C., will advertise for the first time during the 1998 Super Bowl. Its 30-second spot is the focus of a $2.7 million brand push. Carmichael Lynch
, Minneapolis, handles. The agency also handles a related sweepstakes that opens this week aimed at commercial truckers. Prizes for the "Best Drive in the Game" watch-and-win contest include a $120,000 Volvo 770 highway tractor and 24 laptop computers. Volvo Trucks' Jim Lesinski, director of marketing communications and research, said a "recent study revealed that more trucking professionals watch the Super Bowl than any other single televised sporting event."
Copyright October 1997, Crain Communications Inc.