posted 02-02-2005 05:50 PM               

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Volvo Cars of North America's first-ever Super Bowl ad will debut in 10 days, and the company today released a still photo from the making of the advertisement.

Set to air in the third quarter of the game, the 30-second spot will introduce the Volvo XC90 V8 SUV, the first V8-powered Volvo. More information about the vehicle and Volvo's Super Bowl initiative can be found at http://www.boldlygo.com .

"The launch of our V8 engine marks a new turning-point in Volvo's history," said Vic Doolan, president and chief executive officer of VCNA. "We sought a powerful launch to let as many individuals as possible know about the new version of the Volvo XC90. What better place to preview the most powerful Volvo than the most powerful sporting event of the year?"

As for what happens in the ad, and just what does this astronaut have to do with an SUV? Stay tuned to the Super Bowl to find out.

Volvo is producing the campaign with its advertising agency of record, Euro RSCG Worldwide. Super Bowl XXXIX will be held Feb. 6, 2005, in Jacksonville, Fla.

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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.

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.

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