Volvo pulls off a high-risk, high-reward marketing stunt that instantly grabs attention. Instead of relying on traditional ads, Volvo’s CEO steps into the spotlight—literally—demonstrating the company’s unwavering commitment to safety and innovation in a way that’s impossible to ignore.
The Formula (That Works at Any Budget):
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CEO as the Ultimate Brand Ambassador – Rather than a paid actor or spokesperson, Volvo’s actual CEO takes center stage, adding credibility and authenticity to the message.
→ Lesson: Having a real decision-maker lead a campaign can make it feel more trustworthy and less like a sales pitch. -
Stunt-Driven Suspense = Instant Engagement – The ad builds tension around the stunt, making viewers wonder: “Is this really happening?” The suspense keeps audiences hooked until the payoff.
→ Lesson: Leverage suspense in storytelling—if the audience needs to see what happens next, they’ll stay engaged. -
Tying It Back to Volvo’s Values – This isn’t just a flashy stunt; it reinforces Volvo’s core values around safety, precision, and reliability.
→ Lesson: A bold stunt only works if it connects directly to your brand’s message—otherwise, it’s just a gimmick.
Humor Breakdown:
While not overtly comedic, the absurdity of the situation—seeing a CEO willingly put himself in a precarious position—adds a layer of dry, unexpected humor. The irony of a leader “risking it all” to prove a point about safety makes the ad even more engaging.
Final Verdict:
Volvo turns a simple message into an unforgettable moment. By raising the stakes, putting the CEO in the action, and reinforcing their brand promise, they create a campaign that’s bold, effective, and impossible to scroll past.
Brave-o-meter score:
B-9 | R-8 | A-9 | V-8 | E-9
BRAVE – 8.6/10
Watch the full ad & learn more:
Website: Volvo
LinkedIn: Volvo LinkedIn Page
