Following the success of the truck advertisement with blockbuster action star Jean Claude Van Damme that went viral, Volvo brought in Dolph Lundgren to star in the advertising campaign of its latest excavators.
The Swedish action movie star plays the role of a drill instructor who’s about to “train” Volvo’s latest construction machinery to the beat of the 1989 hit song ‘Pump Up The Jam’.
What follows is a series of impressive stunts, including real pull-up exercises that have never been done before, as well as pulling a 10-tonne concrete block with Dolph on top.
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“This job was probably the most unusual role I’ve ever taken on”, said Lundgren. “It was fascinating to see Volvo’s excavators and its skilled operators performing all the various physical exercises – with absolutely no movie stunts involved.
“Honestly, I didn’t think it was even possible. Being born in Sweden, I have a long relationship with this classic Swedish brand. As a young boy, I rode in the back of my dad’s Volvo. To me, Volvo represents some great Scandinavian values, like clean design, excellent quality and a true care for the environment.”
The funny ad was shot in a quarry in Sweden, with Volvo’s excavators showcasing their powerful engines and durable hydraulic pumps and motors.