A commercial featuring happy dogs riding in trucks. Forsman & Bodenfors knows how to attract attention to Volvo Trucks. The commercial is a series of clips of dogs riding enjoying the wind blowing in their fur. Its only message is carried in the end titles, Happy drivers, happy dogs and Finally, saving fuel is fun. That happiness is underscored by the song, The perfect day, which was composed for the campaign by Swedish artist, Rico Won, and is now available on Spotify and other streaming services.

The campaign plays on the fact that dogs are popular companions for truck drivers; drivers know that they make them happier. The campaign introduces a twist – Volvo’s Turbo Compound technology saves fuel and money while offering great driving pleasure. It makes both drivers and dogs happy.

It also challenges a driving myth. “There is a well-established ‘truth’ out there, saying that fuel efficiency is incompatible with driving pleasure,” explained Maria Hilmersson, creative at Forsman & Bodenfors.  “The Volvo VNL with Turbo Compound is the living proof of the opposite, so we decided to tell a story that challenges the old misconception and offers great news for every passionate trucker and transport operator: That saving fuel needn’t be boring anymore.”

“With this campaign, we want to show how the Volvo VNL together with the D13TC engine offers the ultimate combination while making no compromises. It provides more power, more torque and up to 16% better fuel efficiency. That kind of performance makes the whole crew happy, including dogs,” noted Fredrik Klevenfeldt, director brand marketing communications at Volvo Trucks North America.

Credits:

Client: Volvo Trucks North America
Client Team: Rick Giamportone, Will Bender & Fredrik Klevenfeldt

Creative Agency: Forsman & Bodenfors
Creatives: Mattias Berg, Maria Hilmersson, Björn Engström & Stefan Thomson
Account Director: Cilla Pegelow
Account Manager: Helena Lignell
Designer: Jerry Wass
Brand Strategist & Planner: Daniel Sjöstrand
PR Strategist: Bjarne Darwall
Digital Strategist: Peter Gaudiano
Producer: Lena Sellman

Production Company: Bleck
Director: Daniel Lundh
Executive Producer: Pål Åsberg
Producer: Alexandra Malmqvist
DOP: Christian Haag
Editor: Nicklas Amin
Ljudläggning: Calle Wachtmeister
Grade: Max Strömberg
Online: Wille Rising

Music: The Perfect Day by Rico Won & Kareem 
Music Production: Hofmästarn

Media Agency: Media Kitchen