Volvo plans to stage an "interception" of sorts during the Super Bowl with help from Grey, New York. As of 6:30 p.m., viewers will have the opportunity to nominate someone they deem deserving of a Volvo XC60 every time a car spot airs during the live event.
Nominations will be made over Twitter with the hashtag #VolvoContest. The car brand will then ask eligible tweeters to justify their choices before choosing five finalists to win the new SUV.
There might not be too many entries though, as 2015 is proving to be a quieter year on the Super Bowl front for the auto sector. Hyundai was the most recent brand to opt out of the Big Game, along with Volkswagen, Audi, Lincoln, Jaguar, Honda and Acura.
Pulling the stunt in 2014 also might have been more timely, given the buzz around the brand's viral video success with "Epic Split," featuring Jean-Claude Van Damme.