”The Mystery of Dalaro” – Volvo Documentary – Fiction!

OK, so here’s the final word. The Dalaro ad campaign was created by MVBMS Fuel Europe, an Amsterdam-based ad agency that has been on contract with Volvo since 2000. Note that final link-up with the Amsterdam-based domain registrant for the “Carlos Soto” website which rounds things off quite nicely!

Tim Ellis, Global Director of Advertising at Volvo Cars, says: “Even though it comes off as quite serious, the story is actually very playful – once you think you’ve got it, we offer one more layer to the communication to question that assumption.”

Simon Pride, European Account Director at the agency, said: “People are absolutely saturated with advertising these days and we need to find new ways to capture their imagination and get them involved with Volvo. The internet offers great opportunities to tell interesting stories about the brand, and to do so in more innovative and entertaining ways.” Their solution – a spoof within a spoof!

I have to say it is brilliantly done. A clever strategy and well executed. I am sure many people will take this at face value and those who don’t and find the alternative version (as I did) will be at least intrigued and at best impressed with the cleverness of it all. Mark Butler also wrote this up on his website which you can find Here. Well done Volvo – you ‘had me going’ for about 24 hours!


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