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NEW TIME for this theme!

Today’s ad, a creative campaign by Volvo for their sedan, takes the traditional “hardtop” designation & turns it into a literal description of the strength of their cars:

“Every Volvo has 6 steel pillars holding up the roof. Each 1 is strong enough to support the weight of the entire car.” … “Volvos are built strong so they’ll hold up for a lot of years.” … “Are you sure you’re in the market for a hardtop? Or is what you really want a hard top?”