Volvo Cars of North America: Bear Foot campaign
William D. BaueOverview
"On June 12, 1990, a Volvo 240 ruined an otherwise perfect car-crushing exhibition. According to Fred Shafer, monster-truck driver, 'I tried everything. The darn thing just wouldn't give.' We couldn't ask for a better endorsement." So said the voice-over for the infamous "Bear Foot" commercial, which carried the tag line "Volvo, a car you can believe in." An early review by Adweek'sJane Weaver described how director Jim Perretti of Perretti Productions, New York, filmed the ad "with a grainy, realistic look." The irony of these claims...