Volvo has quite the promo opportunity with the Twilight movies - special thanks to the Twilight author's brother who chose the vehicles.

In the first Twilight, we saw Edward driving a hot C30 3-door coupe – cool with or without Edward, and we'll now see him sporting the XC60 Crossover. The 3-door coupe received a whopping 4 minutes of coverage in the first movie, and this was without Volvo's encouragement.

Now we'll see the auto company sinking their teeth into the second installment of the Twilight movie with a global campaign including a specific Twilight-focused web site – WhatDrivesEdward.com.

It will be interesting to see how the audience reacts to a more forced campaign rather than a coincidental product placement.

With lyrics like, "racked up lots of miles," and, "the paint job's a little gaudy," how could you not giggle at the Hagerty commercial lyrically explaining cougar characteristics?

Or how about giving your car something special to wear?

And don't miss the tragedy that is the chain-lean.

Have you seen the breakthrough videos from The Fun Theory project? Super cool – and proof that advertising today is an entirely new beast. We need to affect culture, not just interrupt people's everyday lives.

This Fun Theory effort is subtly branded by Volkswagen – but leaves a far greater branded impression than is possible through other media. In essence, Volkswagen is claiming ownership of fun, and showing how much better life is when there's fun involved. This campaign is exponentially excellent.

A few years ago, our approach at Burns Marketing kinda got turned upside down by this quote from Jeff Hicks, President and CEO, Crispin Porter + Bogusky:

"BECAUSE PEOPLE CAN POWERFULLY EDIT WHAT THEY SPEND TIME WITH, MY JOB AS A MARKETER IS NO LONGER TO INTERRUPT, BUT TO PRODUCE CONTENT THAT IS SO RELEVANT, INTERESTING, ENTERTAINING AND INVOLVING THAT MY BEST CUSTOMERS WON'T WANT TO LIVE WITHOUT IT."

The Fun Theory is proof positive that we need to lead with creativity, and create a positive vibe that people want to participate with.