Headlines > News > Volvo Sees Liftoff During Super Bowl

Volvo Sees Liftoff During Super Bowl

Published by Cathleen Manville on Thu Feb 3, 2005 1:00 am
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NEW YORK — Volvo Cars of North America will promote its V8 version of the XC90 SUV with a “risky” adventure: A flight into space aboard SpaceShipOne, Burt Rutan’s Ansari X-Prize-winning suborbital spacecraft. [ed. note: Probably means SpaceShipTwo.)

In a 30-second spot, via Euro RSCG Worldwide, New York, to air during the Super Bowl on Sunday, Feb.6, Volvo will compare the XC90 V8 to a rocket blasting into space. At the commercial’s end, the astronaut removes his helmet, is none other than Virgin Group chairman Sir Richard Branson, as the ship will be branded Virgin Galactic, with actual takeoffs scheduled for 2007.

Volvo touts Boldlygo.com in the ad, a site that allows visitors to sign up for a chance to be the first Virgin Galactic passenger; the winner will be named at the New York International Auto Show this March. The flight package also includes three days of pre-flight training is $200,000, per Volvo.

“We wanted to create an innovative campaign hook to maximize interest beyond the 30-second commercial,” Vic Doolan, president and CEO of Volvo Cars of North America, said in a statement. “There are few other opportunities that are as innovative and intriguing as going into space.”

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