This is not a prank

Of course, the ad after The Epic Split made headlines everywhere in the world.

“Volvo pranks valet on first day of ‘new job’”

“Volvo Pranks Casino Valet, Giving Him a Huge Truck to Park”

“Volvo pranks newest valet on the Italian Riviera”

“Watch Volvo Punk a Parking Valet on His First Day on the Job”

Stop calling it a prank. A prank is a bit of mischief you do for fun.

This is an ad. An ad is built on the product’s selling proposition.

This one is built on, “Under the hood, it’s a sports car.”

Sure, it’s an ad stunt. They’re the hot new thing in fadland. But as an ad, it’s also as strong as that huge Volvo truck. So don’t call it a prank. It deserves better.

23 year old Ambrogio Adani has been spending his first day on the job (on trial) as a parking valet at the San Remo Casino on the Riviera, parking chic sports cars. Then F&B send him a massive Volvo truck to park. The owner gets out, gives him the keys and enters the casino. So far, it’s the classic apprentice’s induction test (except that absolutely everything is fake, bar Adani).

But then the tagline appears. You see, the Volvo truck is geared like a sports car. Its I-Shift Dual Clutch technology is adapted from race and sports car engineering. And Volvo is the first to have it. It translates to power-shift gear changes without any interruption in power delivery. Torque is maintained and the truck does not lose any speed during gear changes.

That’s not a fun fact. It’s a really strong reason for a truckie to buy Volvo.

It was directed by Henry Alex Rubin and produced by Smuggler.