Rich people are silly, the campaign jokingly implies, and they should stick to luxury brands like Mercedes (featured in the campaign's TV commercial).
The commercial (below) comes with a slew of humorous print ads that poke more fun at the super-wealthy. The basic message is that if you are in "the 1%," or behave as if you'd like to be, a Volvo probably isn't for you.
The campaign seems to be reaching beyond Volvo's wealthy suburbanite core. But the price of a new Volvo hovers right around the Mercedes/BMW range for comparable models, at $33,300 - $48,150. So the butt of the joke also appears to be Volvo's own self-effacing target market.
See the anti-rich commercial below, and scroll down for more print ads:
Volvo
Volvo