The 80s also had a similar action hero in the form of a graying English copywriter.
David Abbott believed that a thorough knowledge of the product is essential for formulating the right message. He learned from Volvo engineers that the car's safety is related to the high quality of the welds, and this realization contributed to the formulation of the creative concept: let's show how strong the joints are.
A Volvo 740 was the test car, which was suspended by a crane. One of the welds bore the full weight, and then the car was left hanging for two days. Abbott participated in the experiment: he lay down under the Volvo.
„If the weld is not strong enough, the car will fall on the copywriter.”.
What is the greater challenge: lying under a suspended Volvo or being authentic in communication? Abbott, as a copywriter, steps out from behind the curtain and takes a leading role in his own creativity. The personally experienced experience and involvement make the creative unique and authentic.
David Abbott also teaches us professional humility: we must sincerely believe in what we do. And for this, sometimes we also have to take a little risk...
