Volvo Steals Energy From Rival Cars to Power an SUV in Highway 'Hjiack' Stunt

Campaign Included Billboards Thanking the Competition

Published On
Apr 06, 2016

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Volvo "hijacked" a highway in California, so that other cars inadvertently charged its XC90 T8 SUV, in a stunt promoting the gas and electriticy-powered car.

The campaign, conceived by Grey New York, saw the carmaker lay a special hydraulic surface that, when other cars drove over it, created energy to power an XC90 T8 standing by the side of the road. Billboards then thanked the drivers of the rival cars with messages calling them out by marque or color -- for example, "Thanks black Audi," or "Thanks for the extra miles, Jeep."

Bob Partington, Jordan Fein and Hunter Baker at 1stAveMachine worked on production.


Apr 06, 2016
Brand :
Client :
Agency :
Grey-New York
Chief Creative Officer :
Andreas Dahlqvist
Executive Creative Director :
Matt O'Rourke
Group Creative Director :
Joao Coutinho
Group Creative Director :
Marco Pupo
Associate Creative Director :
Rodrigo Burdman
Creative Director/ Copywriter :
Natalie Rose
Copywriter :
Jason Goldshteyn
Agency Producer :
Stephen Samelko
Director :
Bob Partington
Director :
Jordan Fein
Director :
Hunter Baker
Director, Photography :
Hunter Baker
Post Production :
1st Ave Machine
Editor :
Colin Loughlin
Sound/Mix :
Gramercy Post

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