Volvo is continuing «The Naughty Volvo» campaign, launched back in March and dedicated to the Subject60 model, by a study aimed at finding out which of the big European cities is the ‘worst’ one in terms of public behavior. The project, conducted in Berlin, London, Milan, Paris and Madrid, was revolving around ethnographic observations on how people react to the special ‘hidden’ experiments. The aim of the study was to define if people from these capitals have the same attitude to the same things or not.

The brand arranged 5 different tests, ranging from an experiment with a fake VIP-door (to see if local people tend to use something, which doesn’t belong to them, like the opportunity to open the door being not a VIP) to the one with a ringing phone in a car (to find out if they can answer the call on someone else’s phone without being asked to do this). The three other experiments were “Lady in Red” (there a gorgeous woman with a ring on her finger was provoking men), “Karaoke car” and “Stopped by flowers”—the detailed description, as well as the results of the experiments, can be found in the report by anthropologist Dr. Katarina Graffman, who monitored the whole thing.

The study showed that Paris is the naughtiest capital of Europe, but as it turned out, other cities are greatly ‘mischievous’ as well. In the report, it is stated that “the French were prepared to make an effort to be in centre of attention and hopefully be caught by the journalists’ cameras.The French also expressed a wish to be naughtier, which was proven by their keen interaction with the experiments: it was a fairly natural and spontaneous behaviour and a mean to gain extra status.”

Here are several spots from the spring phase of the campaign, where the Volvo vehicle proved its naughtiness the best way it could. It’s even hard to imagine, what will happen if a ‘naughty’ Frenchman drives this kind of a car. Still, this bold combination can inspire the creators to continue the campaign.

Find other videos at the brand YouTube channel.