Doping Creative Agency and Volvo Car Armenia Launch new "Family Test Drive" Commercial

Jul. 19, 2023

Test drive is the most sure-fire way to guarantee a client will buy a car. However, it can be challenging when your brand isn’t top of mind for those considering a brand new car.

To invite people to test drive a Volvo, team at Doping tapped into the brand’s greatest advantage – being a family car. Naturally, you need the entire family’s approval before making a purchase. That’s why creators initiated a "Family test drive."

Insight

To effectively communicate this, team found an insight that all parents can relate to: the annoyance of an unbelievably catchy children’s song. If you’re a parent, chances are you’d lose it if you hear "Baby Shark" one more time. Nowhere is safe from that earworm, not even in the safest car in the world.

Execution

For promotional video, creators imagined a scenario where the whole test-driving family perpetually sings "Baby Shark," much to the annoyance of Volvo’s sales representative. However, being the most patient person in the world, he is willing to endure everything the family throws at him just so they can decide on the car. The video portrays the family obnoxiously taking advantage of unlimited free test drives, prolonging the decision-making process for as long as possible.