By Will Pyne

In the lead up to Super Bowl, Volvo has hatched a dastardly plan.

In a socially-driven alternative to the predictable Big Game spot, they’ve dropped ‘Interception’: A Volvo giveaway that people can enter ONLY during competitors’ car commercials.

​Their purported rationale behind ‘Interception’ is as follows: People are at the heart of all things Volvo, and nothing puts people more at the heart of a stunt than offering them the chance to win a car for a friend.

True this may be, but perhaps the more honest explanation is this: They want to cunningly hijack Super Bowl fans’ attention, playing Read full story ›

Source: The Drum