Creativity

Volvo Gets its President to Stand on Top of a Truck Dangling by its Hook, 20 Meters Above the Ground

New Film from the Brand Behind 'Ballerina Stunt'

Published on Sep 04, 2013

Editor's Pick

Ever since Volvo and Forsman & Bodenfors demonstrated the precision-driving of the vehicles via a death-deying "Ballerina Stunt" last year, we've been waiting to see what the brand comes up with next. Thankfully, it doesn't disappoint.

"The Hook" is the latest video stunt from Volvo Trucks, featuring the company's president, Claes Nilsson, who begins by nonchalantly mentioning that when you want to create a popular YouTube video, you need a hook. He then holds up a hook, which is when the fun begins. The camera starts panning out, revealing that Mr. Nilsson is actually standing on top a 15-ton Volvo Truck, which is dangling on its towing hook, somewhere above Gothenburg Harbor, in Sweden.

In a release, Mr. Nilsson revealed that he actually doesn't like heights -- and is no mountain climber either. The idea behind the campaign was to show that the towing hook is designed to be strong, and nothing proves strength better than using the hook to hoist the incredibly heavy vehicle, and adding an element of life or death just to spicy things up.

This is the first in a series of new stunts from the brand which will showcase the performance of its trucks.

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About

Credits

Date
Sep 04, 2013
Client:
Volvo Trucks

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