rashing its own brand in its own commercial is probably the last thing a marketer would do. Well maybe, the second to last. Breaking tradition and a few taboos, Volvo is bringing to the US, a campaign that dares to show consumers criticising its brand. The campaign, slated to arrive from Europe later this year, even shows consumers booing the design of the new C30.

The campaign asks consumers whether they love or hate the all-new C30. Reportedly, one of the commercials even shows a theatre audience booing and throwing tomatoes at a woman onstage unveiling the C30. The campaign, conceptualised in the UK last year, solicits people's opinions about the entry-level premium hatchback and is themed the �product of free will'. The campaign also has a website, www.volvocars.com/freewill and offers, among other things, 16 short films that will also air on TV. ... more