Continuing its TV commercials in which Volvo takes a surprising turn, the company is taking the first step in an endorsement deal with NBA point guard Jeremy Lin. As part of this, Volvo will air a TV ad highlighting what drove Lin to stardom.
The 30sec commercial, entitled "The Unexpected Ones" will air nationally on channels including ESPN and ESPN2. It will kick off during the morning segment of "Sports Center," "Dancing with the Stars" and will appear during "First Take," "College Football," "20/20," "Criminal Minds," "The Mentalist," and "Law & Order SVU" throughout the week.
In the spot, Lin is seen leaving a celebrity event in a red Volvo XC60, which stands out among a procession of black limos.
The subtle message refers to Lin's journey into NBA stardom, from being an undrafted guard out of the Ivy League. "No one expected me to be here. No expected me to be a starter, to hit game-winning shots. Or even play in this league," said Lin. "Well, I'm not here to live up to anyone else's expectation – I'm here to live up to mine."
Lin, a Harvard grad, signed a two-year global endorsement deal focusing on China, the United States and markets in Asia.