(January 27, 2015) ROCKLEIGH, N.J.  — On Sunday, Volvo is launching Volvo Interception, an opportunity for Super Bowl viewers to nominate someone deserving to receive a new Volvo XC60. Volvo Interception is a socially-driven alternative to game day television advertisements.

The effort is an extension of the company’s human centric mindset of putting people first in all areas and is found in the design and technology of all Volvo cars enjoyed by drivers around the world.

Volvo isn't the only automobile company sitting out the Super Bowl this year. In fact, there will be a significant decrease in the car ads people are used to viewing. In addition to Volvo, car companies walking away from the big game are Lincoln, Jaguar, Honda, Acura, Volkswagen, Audi, General Motors and Hyundai.

Audi had been an advertiser in the game since 2008, and Volkswagen is the brand behind 2011's hit Super Bowl ad "The Force" and last year's "Wings."  General Motors ran two ads in 2014.

Hyundai's  decision not to advertise in Super Bowl XLIX, snaps a streak of seven consecutive appearances in the game.

Volvo's Bodil Eriksson, EVP of Product, Brand, Marketing and Communications, said of its Super Bowl Sunday project: “People have always been at the heart of Volvo, inspiring the products and experiences we create. We want to bring that mindset front and center and celebrate the people and passions that inspire us and our customers.”

The Volvo Interception will begin at 6:30 p.m. Sunday. Whenever any car commercial airs throughout the game, people can tweet with the hashtag #VolvoContest to tell Volvo who they think deserves a brand new Volvo XC60.

All eligible tweets will receive a response from Volvo, and each person must then tell why his or her nominee was chosen. Following the conclusion of the entry period, five potential winners will be selected by judges from all entries received.

So, who would you give a Volvo to? Visit www.volvointerception.com for video, contest details, and official rules. For media information on Volvo Cars of North America, please also visit www.media.volvocars.com/us.