Third Quarter Spot Will Promote XC90 SUV

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DETROIT ( -- Volvo Cars of North America, Irvine, Calif., said today it will advertise for the first time on the Super Bowl, using the Feb. 6, 2005, game to kick off a campaign for
The Volvo spot will promote the XC90 SUV.
the new V8-powered version of its Volvo XC90 sport utility vehicle.

The 30-second spot will appear in the third quarter during the telecast of the game on News Corp.'s Fox network.

The spot, and the campaign, is from Havas' Euro RSCG Worldwide, the agency of record for Volvo Cars of North America.

The Volvo XC90 was introduced in 2003; the V8 edition will debut in February.

"The launch of our V8 engine marks a new turning-point in Volvo's history," Vic Doolan, president-CEO of Volvo, said in a statement. "We sought a powerful launch to let as many individuals as possible know about the new version of the Volvo XC90."

Rival Honda spots
Volvo's decision comes after rival Honda recently announced it will have two 30-second spots on the Super Bowl for its new V6 four-wheel drive Ridgeline. Lincoln-Mercury also recently said it will have its first Super Bowl spot in more than 10 years when it advertises the Mark LT luxury truck. � �

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