VOLVO: ENGINEERING {ART DIRECTORS CLUB, 1973: 52ND ANNUAL EXHIBITION}

Summary

In this commercial for Volvo, an engineer works at a draftsman's table. The announcer explains that precision is a national obsession in Sweden. "Ours is a nation of engineers," he says. "Engineering is the largest industry, employing nearly forty percent of the total labor force." He goes on to say that Volvo has to make well-designed cars, since so many of its customers are engineers. It's no coincidence that Volvo just happens to be the best-selling car in Sweden. Slogan: "Volvo. We build them the way we build them because we have to."

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