Published on .

Client: Volvo

Agency: Messner Vetere Berger McNamee Schmetterer

Director: Bob Giraldi, Giraldi Suarez Productions

I just don't get it. The campaign is beautifully produced, but once again production dollars can't hide the fact that the work is lacking a coherent idea. Created under the theme "A moment in the life of a car company," the spots range from tales of a Gen X couple that elopes to Las Vegas in their Volvo to a middle-aged couple driving along a mountain road and reminiscing as they read "On the Road." It just comes off as self-indulgent, and incredibly pretentious. But the worst part is that they walked (make that sped) away from their clearly

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