Volvo Ads Take ‘Family Values’ for Test Drive : Marketing: More advertising is expected to pick up themes from the campaign. But experts note that there are dangers.

Volvo is taking Vice President Dan Quayle and his “family values” theme for a ride down Madison Avenue.

The auto maker has unleashed TV and print ads that address the vice president--as well as other politicians who want to preserve family values in America. “Vice President Quayle,” says one ad featuring the off-camera voice of actor Donald Sutherland, “what do you think of these family values?” Sutherland then details Volvo’s promotion--one aimed at selling Volvos fast by offering free maintenance and low finance costs.

In the season of campaign jingoism, it is common for advertisers to adopt popular political campaign themes as their own. By embracing the patriotism that flourished after the 1984 elections, everyone from Chrysler to the National Dairy Board waved the flag. One Dairy Board ad even featured ice cream lovers who sang the confection’s praises to the tune of “America the Beautiful.”

In a speech three weeks ago, Quayle set off the family values theme for Campaign ’92 when he blasted the popular “Murphy Brown” TV series that featured a decision by the show’s unwed, title character to give birth.

Quayle is not the only politician to espouse the nebulous theme; it is also a favorite of would-be independent candidate Ross Perot.

Now, marketers are also stepping in line. Although Volvo appears to be the first major advertiser to link itself with the Quayle hoopla, one regional carpet retailer in New York has been offering a half-price promotion under the theme-line, “How’s that for family value?” And more marketers are expected to soon join in.

“This issue will be dead in November, just like the Pledge of Allegiance issue died after the last campaign,” said Gerald Celente, a trends forecaster and president of the Rhinebeck, N.Y.-based Socio-Economic Research Institute.

But in the meantime, Celente is advising his corporate clients to tie their messages into popular campaign themes--without taking political sides.

“Understand how politicians tap into the mass consciousness. Then use some of the positive elements that may miraculously emerge through the campaigns,” he has suggested to clients.

Volvo executives say the campaign--which was created in four days--will continue through the end of July. And Volvo has a very specific reason for introducing the campaign now: Its sales are off 8% compared to last year.

“We saw this as an opportunity to link the public’s front-of-mind concerns with family values with our own summer promotion,” Volvo spokesman Bob Austin said.

But some skeptics say Volvo may be blundering with this campaign.

“They’re just being opportunistic,” said Bob Kuperman, president of the Venice office of Chiat/Day/Mojo. “I don’t see this as a campaign strategy. It’s more like a one-line joke.”

By bringing up Quayle’s name, even in a humorous way, “Volvo is associating itself with a negative,” said Gary Frazier, chairman of the marketing department at USC.

But Quayle isn’t complaining. Jeffrey Nesbit, communications director for Quayle, said: “We are honored that they thought enough of what we are saying to create this campaign.”

And this may be just the beginning. Next week, Volvo will introduce ads that will feature a political humorist who will impersonate both Bush and Clinton.

After that? Well, Volvo officials say Gen. Colin Powell, chairman of the Joint Chiefs of Staff, owns a Volvo. Could Powell--who has been mentioned as a possible vice presidential candidate--ever be the subject of a Volvo ad. Said Austin: “One never knows.”