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Keep On Trucking Volvo Commercials

I never thought I would consider truck commercials to be even vaguely compelling. Advertising Agency Forsman & Bodenfors however, changed my perception with their skillful brand communication initiatives.

They not only grabbed my attention with their innovative and highly watchable commercials, but also the interest of millions of viewers across the world for whom Volvo trucks had now become, Sweden’s majestic, adventure seeking, ‘Kings of The Road’.

1. Volvo Trucks, The Tower

Advertising Agency: Forsman & Bodenfors, Gothenburg, Sweden

For the launch of their new Volvo FMX, Volvo FH, Volvo FH16 and Volvo FM heavy-duty trucks, engineers stacked the four large vehicles on top of one another in a 15-metre tall tower, weighing 58 tons.

Directed by Andreas Nilsson, the mobile truck tower was filmed at night on Volvo’s Gothenburg Test Ground. Through the mist and rain, the dramatic demonstration of power and strength, reveals that someone, daringly, is standing on top of the behemoth. Surprisingly, it turns out be none other than Volvo’s President, Roger Alm.

2. Volvo Trucks, The Epic Split

Advertising Agency: Forsman & Bodenfors, Gothenburg, Sweden

Directed by Andreas Nilsson, and filmed in a closed-off airstrip south of Madrid in Spain, the ‘Epic Split’ commercial for the launch of Volvo Truck’s new dynamic steering system, took the Internet by storm.

The film stars Belgian martial-arts expert and actor Jean-Claude Van Damme, performing a live-test demonstration that motivated 86 million views on YouTube.

The resonant soundtrack of Enja’s ‘Only Time Will Tell’, adds an evocative and emotive aspect to a truck commercial that is unexpected and very effective.

Many communication industry awards followed. ‘Epic Split’ was the most awarded viral commercial of 2014 and Andreas Nilsson was named as the year’s most-awarded director worldwide.

Other awards included a Black Pencil from D&AD, Best of Show at The One Show, a Cannes Lions Grand Prix for Cyber and Film, a second Cannes Lion Grand Prix for Creative Effectiveness and a Film Grand Prix at the Eurobest awards in Helsinki, Finland.

3. Volvo FMX, Look Who’s Driving

Advertising Agency: Forman & Bodenfors, Gothenburg, Sweden

Directed by Charles Brisgand and Leo Berne of the Megaforce Collective in Paris, and filmed on location at a Serbian gravel pit, the commercial stars four-year old Sophie, who by means of a remote control, steers an 18-ton Volvo FMX Truck, across challenging terrain like a larger-than-life video game.

The live test maneuvers include a demonstration of the FMX’s Automatic Traction Control, all-wheel drive system, that kicks in automatically when needed, and a demonstration of its very tough and unique cage construction.

Sophie’s epic efforts are not without some moments of high drama that are very watchable.

4. Volvo Turbo Truck, Cash Machine

Advertising Agency: Forsman & Bodenfors, New York, USA

Directed by Tomas Skoging, the amusing commercial stars actor Walter Samuels in a sterling performance as trucker Bob, who feels like a millionaire and lives it up accordingly, thanks to saving so much money with Volvo Trucks’ new fuel efficient, turbo compound engine.

The soundtrack features Zero Mostel’s rendition of the song, “If I Were a Rich Man”.

5. Volvo FMX, Hamster Steering Test

Advertising Agency: Forsman & Bodenfors, Gothenburg, Sweden

Directed by Jamie Rafn and filmed on location at the steep ‘Los Tres Cunados’ quarry in northwestern Spain, the live test stars Charlie the Hampster in a demonstration of just how little handling pressure is required with the FMX’s Dynamic Steering option.

Charlie’s performance within a week motivated a remarkable 3,6 million YouTube views.

6. Volvo FMX, The Technician

Advertising Agency: Forsman & Bodenfors, Gothenburg, Sweden

Filmed in Teruel, Spain, and directed by Henry-Alex Rubin, the Volvo ‘Head Technician’ featured in the commercial is Roland Svensson, who bravely demonstrates the difference the FMX’s additional 25 mm of ground clearance can make.

The soundtrack music is ‘Wooly Bully’ by Sam The Sham & Pharaohs.