Two hitchhiking brothers, stranded in a desert are need in need of a lift. But despite their precarious situation, they refuse to settle for just any ride. It’s a hugely entertaining way to highlight the prowess of Scania trucks – especially when they turn down a ride from a truck delivering cold water.

And to give the commercial its “mind-glue”, Åkestam Holst NoA  and Bacon director, Max Sherman, built in the 2013 hit, Hey Brother, by fellow Swede, Avicii, as its soundtrack (sung by Bryan Adams) and a fiercely funny ending:

Åkestam Holst NoA has been Scania’s global communications agency for a couple of years. This is the agency’s first overarching brand campaign for the truck manufacturer.

“Scania’s trucks are considered some of the greatest in the world. We wanted to lean into that premium position by reversing the old saying, beggars can’t be choosers,” stated Johannes Ivarsson Brane, creative at Åkestam Holst.

Credits
Client: Scania
Agency: Åkestam Holst NoA
Executive Creative Director: Joakim Khoury
Creatives: Ivan Trip, Linus Bronge, Tiago Pinho, Johannes Ivarsson Brane 
Client Director: Jesper Ander
Account Manager: John Müllersdorf
Strategist: Stina Hansson Stålbröst
Agency Producer: Leila Widgren

Production Company: Bacon 
Director: Max Sherman
Executive Producer: Magne Lyngner 
Producer: Axel Herrlin
DOP: Daniel Voldheim

Service Company: Lee Films
Music Supervisors: Li Stanley & Rasmus Thord @ Solid Music Supervision 
Music Production & Arrangement: Magnus Börjeson