Volvo Trucks is spewing a bunch of technical information about its new transmission, including its "unique powertrain," D13 engine, I-Shift Dual Clutch and low-fuel consumption. But mainly what you'll remember about its latest video is a dude paragliding behind a massive rig while it speeds up to a narrow passageway under a low-lying bridge.
Is the guy about to be decapitated?
Of course the brand wouldn't let that happen (if it could help it). Volvo Trucks, home to advertising hits "Epic Split" and "Look Who's Driving," among other stunt videos, put pro paraglider Guillaume Galvani through some high-flying (and jogging-along-the-pavement, Looney Tunes-style) paces.
He ends the two-minute ad, dubbed "The Flying Passenger," seemingly intact. His shoes are probably shot, though.
The video, filmed in a mountain pass in the Croatian Alps, aims to show off updated features of the Volvo FH truck. To keep the paraglider aloft, the truck had to keep up its speed even on the ups and downs of the road.
The bridge obstacle, in particular, called for "high-precision driving at a constant cruising speed without any room for error," says Volvo's news release.
Galvani does his best to create tension, shouting at truck driver Louise Marriott to "Pull me up!" and "Don't slow down!" But didn't we know it would all work out, no matter the gears, revs or torque? It's a "live" test, after all.
"The Flying Passenger," from Swedish agency Forsman & Bodenfors, is a scenic addition to Volvo's growing canon of adventure videos, now 100 million-plus views strong. Is it as memorable as Jean-Claude Van Damme straddling two semis? Maybe that's just not a fair comparison.
Client: Volvo Trucks
Product: Volvo FH, Longhaul truck
Title: Volvo Trucks – Flying Passenger (Live Test)
Advertiser Supervisor: Ingela Nordenhav, Global Marketing & Communications Director
Advertiser Content Manager: Ida Mattsson
Agency: Forsman & Bodenfors
Senior Account Director: Olle Victorin
Account Director: Cilla Pegelow
Account Manager: Anneli Kjellander
Art Director: Sophia Lindholm, Kim Cramer, Anders Eklind
Copywriter: Björn Engström
Designer: Jerry Wass
Planner: Tobias Nordström
Agency Producer, Film: Jens Odelbring
Agency Producer, Digital: Peter Gaudiano
Production company: Academy
Producer: Cathy Green
Executive Producer: Simon Cooper
Postproduction: ETC London
Stills Photographer: Robin Aron Olsson
Media Partner: Be On
Director: Nabil Elderkin
Music: Daniel Heath
Music Supervisor: Jenny Ring
Editor: Damion Clayton
Postproduction Sweden: Chimney
Post Producer: Louise Ahrén
Sound: Frippe Jonsäter