Volvo Commercial Goes Gaming

Remember those kickass BMW commercials starring Clive Owen? He starred in five-minute shorts directed by big names, showing off BMW's line through tight turns at high velocity, and in the case of the short directed by Guy Richie, in slow-motion midair that would make Ferris Bueller blush. BMW must've spent millions on the campaign, but they worked; everyone in the world is ready to buy a BWW after watching the films.

Now, Volvo is taking a cue from BMW, only dorkier. Available on Xbox, Volvo Drive for Life puts you in control of Volvo's new line, doing various things you do in Volvos. You know, like picking your kids up soccer practice between trips to the dry cleaner's and the grocery store. Or parallel parking; watch those fenders!

Trying to change images might be a good idea, but most young guys with something to prove (the target audience, I'm guessing, since they're making a damn video game) are going to have trouble connecting Volvo with anything but old and busted porn stars.