No action heroes, no truck towers, no epic splits. But don’t think that Forsman & Bodenfors and Volvo Trucks have foregone the wow. Their new campaign is a love story between two trucks, fun and efficiency. Yes, that’s clunky; the aim is to demonstrate that you can have both with the flagship Volvo FH. But the film isn’t. It’s 90-seconds of sweetness with a little truck choreography – finished off with the visual thrill of truck porn (even seen trucks make love?) and a dramatic, balletic truck jeté.

“The hardest part of the shoot was managing the actors. Attraction is not something you can force and since it was the first time the trucks met, we didn’t know if they would hit it off or if there would just be awkward silence. Luckily, it was love at first sight and as far as we know they are still a thing,” commented Lars Jansson, creative at Forsman & Bodenfors.

“We always use creativity to solve business problems. The challenge this time was to highlight multiple product features while also showing that fun and efficiency can indeed be combined. What is the best way to showcase efficient hill climbing and improved aerodynamics if not by having two lovesick trucks cresting a ridiculously steep hill and taking off into the clouds?” stated Karolina Groop, creative at Forsman & Bodenfors.

”We are very proud of the I-Save features and that we can offer the best product on the market when it comes to driving experience and fuel efficiency. Therefore, we wanted to give those features the attention they deserve. We always strive to do category-breaking work in a new and entertaining way and the creative solution this time fits both the product and the times we live in. Isn’t a little love what the world needs right now? ” added Agneta Malmcrona, marketing communications manager at Volvo Trucks. 

The film was shot in Croatia and the production was carried out by professionals. Both behind the wheel and in front of the computer. All driving was done under safe conditions in a closed-off area.

“The only way we could make this happen was together with Volvo drivers, Johan Brorsson and Mikael Rosell, both of Live test series fame – as well as a small army of VFX artists. A lot was done in-camera, but some things were, believe it or not, added in post-production. And just like with human love, there’s a blurry line between reality and fantasy. What’s real and what’s not?” Groop added.

The campaign is running globally from October 11.

Credits:
Creative Agency: Forsman & Bodenfors
Account Director: Cilla Pegelow
Account Executive: Britta Nilsson
Art Director: Lars Jansson
Copywriter: Karolina Groop
Designer: Jerry Wass
Strategic Planner: Daniel Sjöstrand
Agency Producer, Film: Lena Sellman
Digital Strategist: Peter Gaudiano
Account Executive Film and Stills Adaptations: Sofie Ahlström
Film Adaptations: F&B Studios
Stills Retouch: F&B Daily
 
Production Company: Business Club Royale
Director: Daniel Warwick
DoP: Jan David Gunther
Producer: Jakob Rühle 
Executive Producer:s Christian Kuosmanen & Anders Gernandt 
 
Post Production & VFX: bEpic Berlin
 Music: George Benson, Nothing’s gonna change my love for you
 
Client: AB Volvo
Marketing Communications Manager: Agneta Malmcrona
Manager, Marketing Communications: Maria Holst