Advertising: Volvo's president stands on suspended truck for crazy new campaign

Posted by Rob Alderson,

If you you have that weird tummy-flipping thing when it comes to heights, I suggest you skip over this video, but for the rest of you, read on. To demonstrate just how hardy the Volvo truck towing hook is, the Swedish car giant followed the whole maxim of show rather than tell. And lo they suspended a 15 tonne Volvo Truck 20 metres above the water in Gothenburg harbour, and to ratchet up the tension they plonked Claes Nilsson, the company’s actual president (and coincidentally the man with the coolest accent on Planet Earth) on top of the truck’s cab. It’s the first teaser in a campaign (which also includes the buttock-clenching video about ground clearance below) which promises a series of similarly daring stunts.

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Posted by Rob Alderson

Editor-in-Chief Rob oversees editorial across all three It’s Nice That platforms; online, print and events. He has a background in newspaper journalism and a particular interest in art, advertising and photography. He is the main host of the Studio Audience podcast.