What Drives Volvo?

Have you seen Volvo's latest ad campaign? It's a tie-in to the Twilight series and it's called "What Drives Edward?" or "What Would Edward Drive?" or "Why Hasn't Anyone Driven A Stake Through Edward?" or something like that.

Two questions arise from seeing their commercials, the first being: Why have they added the male circle/arrow symbol to their logo? Am I supposed to get an erection upon seeing the car or, more disturbingly, Edward?

Second, and a little more fundamental: Who the hell is this campaign aimed at? The primary market for the Twilight dreck is tween girls. Last I checked, tweens aren't old enough to have a driver's license. And the primary market for Volvos is middle-aged white guys that don't feel safe on the highway. The viewers of the movie don't care about the car, and the potential car buyers aren't seeing the movie. What did they think would happen to their sales figures?

The other terrible tie-in is the game on their web site. It involves answering trivia questions over a period of successive days. Again, the stodgy old white guys won't know the trivia, and the tweens won't invest the dedicated time.

One of the reasons tween girls fantasize about a vampire boyfriend is because tween boys are boring, bland, and unoriginal. Vampires are exciting and dangerous. Now, hasn't Volvo spent the last several decades extolling their safety record? Isn't that the complete opposite of why a girl might date a vampire? And if they're wanting to tap into the idea that Bella feels safe with Edward, then the campaign should have been "What Drives Bella?".

Was any rational thought put into this multi-million dollar campaign at all? Do the car giveaway, of course, but beyond that, there are plenty of other ways to promote the brand that make more sense: Passes to the premiere with a chauffeured Volvo dropping the winners off at the red carpet; a drive around the filming locations in a new Volvo with members of the cast; a remote-controlled Volvo for the Barbie editions of the characters. If you wanted to try and get really "wacky" and "hip", you could even do a commercial along the lines of "Why Edward sucks. A: He's a vampire; that's what they do. Why Volvo doesn't suck. A: (the list)." Needs polishing, sure, but that's off the top of my head, and I still think it establishes a better tie-in to the material.

I've been in meetings where everyone's all excited about landing the big account, but surely someone must have had a moment of clarity at some point. I'm all for extending the brand into new markets, but not at the expense of your central positioning statement.