Volvo has signed an inducement deal with NBA point guard Jeremy Lin, one which will promote the Swedish automobiles to stardom in the US using the power of the unexpected.
This is the first spot, the 30-second commercial "The Unexpected Ones" will begin airing nationally today on broadcast stations and cable networks, including ESPN and ESPN2.
In the spot, Lin drives the Volvo XC60, which stands out from the crowd through its red color, contrasting with the boring black limos. The idea here is that Lin carves his own path, not dictated by other people’s expectations, and so should you: "Well, I'm not here to live up to anyone else's expectations-I'm here to live up to mine."
The spot will show on plenty of prime-time TV series, like "SportsCenter," "Dancing with the Stars", "First Take," "College Football," "20/20," "Criminal Minds," "The Mentalist," and "Law & Order SVU" throughout the rest of the week.
Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida. Full profile
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