Brief: Pan-European launch for new S40. Objectives: Bring a new generation into the Volvo brand. Audience: 25/35 year olds. Ad-literate to the point of disinterest. See Volvo as uncool and boring. A web documentary and TV/cinema trailer tell the story of a small town in Sweden where 32 new S40’s were apparently sold on the same day. A second film, apparently by the documentarian, appears and accuses Volvo of making the story up and trying to pass off advertising as fact. The real Mystery, what’s being sold in Dalaro, and who’s buying it, is left up to the consumer to decide.