Did you know that some producers use product placement to finance their films?
Whether it's digital products, food or automobiles, brands are playing an increasingly important role in the audiovisual landscape.
In this respect, Volvo is no exception to the rule, accompanying various productions, from full partnerships to simple cameos in short scenes.
Why do car brands appear in films?
But before we share a few audiovisual productions in which Volvos play movie stars, let's understand why the marketing strategy of product placement is so important today.
1. Gain visibility
Audiovisual productions (films and series) have become an integral part of everyday Western life.
So when a car brand appears in a film, it benefits from direct exposure to the general public, to the point of becoming as iconic as the characters themselves (for example, James Bond's Aston Martin or Marty McFly's DeLorean).
2. Associate the brand with a universe or values
Volvo associates its vehicles with protagonists who share values that generally correspond to a family, safe and reassuring image.
For example, in the Nobody Wants This series, we follow two families who literally oppose each other but share strong family values. So it's not surprising to see the Volvo XC90 as a point of reunification around this value.
3. Reaching a target audience without direct advertising
Unlike traditional advertising, product placement is often perceived as more subtle and less intrusive. Placing a vehicle in a film allows a brand to promote its products in a “natural” way, without interrupting the viewer's experience as would a traditional ad.
The film LaLaLand is a perfect example of this approach. It shows Emma Stone (Mia) and Ryan Gosling (Sebastien Wilder) walking side by side towards a Jazz bar. In front of the entrance, a Volvo V60 T6 Polestar is parked, not leaving the eye of a well-informed Volvo enthusiast indifferent.
3 Volvo models star in movies
For this article, we examined dozens of sites that list the use of Volvos on screen. And the list of movies (and series) where a Volvo appears is as long as our standard equipment. However, we've decided to focus our attention on three models that represent the brand's evolution over the decades.
The Volvo 240
In the audiovisual landscape, the Volvo 240 is the brand's most represented vehicle, recognizable by its cubic shape.
In “Spider-Man: The Reunion”, Aunt May drives an old burgundy Volvo 240.
Or, in the film “Simply Friends?” starring Ryan Reynolds, he drives a 1983 Volvo 240 when visiting his family in New Jersey.
The Volvo V70
The Volvo V70 has been used by many audiovisual productions over the years, as it represents the quintessence of family and robustness.
For example, in the film World War Z, Gerry Lane (Brad Pitt) drives a silver 2005 Volvo V70 as he tries to escape the chaos of New York, only to have an accident with an ambulance. Fortunately, the whole family escapes unharmed, suggesting that they owe their lives to the V70.
The Volvo V70 can also be seen in the film “Paddington”, where a British family takes in and protects an orphaned bear cub.
The Volvo XC60
The introduction of the first-generation Volvo XC60 to the range marks a turning point for the automaker, as it seeks to modernize its public perception. And to achieve this, there's a saga that will help Volvo enormously - Twilight.
Twilight is the saga where Volvo is one with the protagonists. Here we see a Volvo C30, a Volvo S60 R-Design and, above all, a Volvo XC60 R-Design driven by the main character, Edward Cullen, and which will accompany him throughout the films.
In fact, after the release of Twilight: Temptation, dealers reported increased interest in the Volvo XC60 and noted that customers were coming into showrooms to photograph their children in the “Twilight car”.
What about recent Volvos?
Even if Volvo's appearance is now more soporific and discreet through TV series (Nobody Wants This, Diplomat, Unprisoned or Presumed Innocent with Jake Gyllenhaal), the use of recent Volvos in high-production films is no less frequent.
The latest is Michael Bay's “Ambulance”. This action film follows three protagonists in a frantic chase with the police through the streets of Los Angeles.
Here, vehicles play an important role - from police cars of various makes to traffic vehicles. However, one of the police brigades out to intercept the fugitives doesn't use American-made vehicles, but rather Volvos - one of which is no less than a Volvo S60 T8 Polestar.
The last word
In any case, whether it's a Volvo you've seen in a TV series or your favorite new movie, chances are we've got it in stock, new or used, with a 6-year / 160,000kms warranty.
So, if you want to experience the same emotions as some of the actors behind the wheel of a Volvo, you know what you have to do.
