Volvo are continuing their series of videos – aiming to transmit the qualities of their brand and their products. Traditionally the brand has been known for their approach to safety – especially when part of the same group as the car company. This still comes through in some of their videos, although they have chosen ‘dangerous ways of demonstrating safety.
Clever people these advertising men.
Past videos include a hamster steering an FMX through a quarry, Volvo Trucks boss Class Nilsson is also seen dicing with death standing on the front on an FMX which is dangling from a crane and the first ‘viral’ for the FH launch – the ‘ballerina’ stunt of walking a wire between two moving Volvo FH tractor units and trailers on a disused road in Croatia.
The company has launched a new viral called ‘The Chase’, in which a Volvo FL truck is chased by bulls in a race through the medieval Spanish town of Ciudad Rodrigo, a small cathedral city in western Spain. The company chose an old city with narrow streets to demonstrate the manoeuvrability of the FL urban distribution truck with stunt driver, Rob Hunt piloting the automatic truck – at times with the wing mirrors folded in to fit through the streets.
“The town is old, the streets are narrow and we drive on slippery cobblestones. To be chased by bulls on top of that is a real challenge,” says Hunt.
“The bulls maintained a consistently high speed and were really close sometimes, but the truck handled the corners very well so it was just a matter of driving. There was a whole lot happening, but the truck helped me the whole way,” says Hunt.