Created by Forsman & Bodenfors, the ad simply invites the audience to put their hand on a handspan printed on the page, with the message: "Are you man enough to survive a car crash? Place your hand here." The text goes on to explain that since most crash test dummies are based on the average male, the hand inside the ad is based on those same measurements. So, if your hand doesn’t fit -- you may be more likely to get injured in a car crash.
The ad will be running in Sweden's biggest newspapers such as Dagens Nyheter, Svenska Dagbladet, Göteborgs-Posten and more, promoting Volvo's efforts to share its own data and emphasize greater safety for women in cars.