Volvo’s Bear Foot Misstep

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Team Members

Craig Epps

Adina Loochkartt

Ivan Rodriguez

Jorge Tavarez

Background• Volvo’s Television Ad• Critically Acclaimed• The Idea• Rigged• Apology• Not the First Time

Main Issues

• Principal Problems:• Re-creating a scene in an ad and failing to

inform the public• Tampering with the vehicles• Texas files a lawsuit• Volvo’s image suffers• Volvo pays legal fees

Volvo’s Response• “Unaware the cars were rigged for the ads.”• Volvo runs corrective ads; apologizes to the

public• “However, they stand by the original ad,”

claiming that indeed, a Volvo car can withstand a 5-ton truck

Was the Ad Deceptive?

• Does the ad makes false claims?

• Does the ad produce false beliefs?

• Is it objectionable?

• How does it affect consumers?

Comparisons

• Food ads: Ice Cream vs. Mashed Potatoes

• Mock-ups: A mock-up is simply a full-size display model that

looks similar to the original product and does not

include extra internal elements to give strength.

• Similar to Volvo?

Possible Solutions

• Avoid Deception:

No tampering/rigging• Disclose Information:

Dramatization & Pertinent facts• Ad agency:

Don’t use an agency that you’ve had problems with in the past.

Final Recommendation

Best Solution: • Hire a new ad agency.• Create a quality control panel to review all advertisements

and sign off.• Informing viewers whether an ad is a dramatization or

demonstration.• Develop mission statement.• Develop company ethics program.• Develop ethics committee.• Develop search and hiring committee.• Develop field training and evaluation program.• Develop performance evaluation program.

Questions / Comments?