A Volvo demonstration in Sweden of its new collision warning system fell to pieces last week, literally, when its S60 model smashed into a parked truck.
Luckily for us, Wired.co.uk was there to document the PR nightmare and you can watch the video here.
To the reporter's credit - it was mentioned in the story that the collision warning system had been working fine earlier in the day. But it's still pretty amusing to watch the brand new Volvo S60 fly through the testing tunnel at 30MPH and smash into the back of the truck - in front of a group of journalists.
A nightmare scenario for any brand. Reminds me of the time when a BBC reporter broke a phone that was being marketed as "unbreakable" during filming. Clip below.
Six Pixels of Separation - Marketing and Communications Insights Blog and Podcast - By Mitch Joel at Twist Image