Forsman & Bodenfors and Volvo scored when they tapped ‘80s action star Jean-Claude Van Damme to do a split atop two vehicles in motion, part of a trucks campaign that earned three Cannes Lions Grand Prix.
Now, Volvo has recruited another brawny icon, Dolph Lundgren, the antagonist of “Rocky IV” and star of “Unversal Soldier” and the “Expendables," to play conductor and drill sergeant in a new ad promoting Volvo Construction Equipment, a separate division of the company.
The hulking Swede brings discipline to an ambitious and tightly choreographed dance routine featuring Volvo excavators and other vehicles. He puts the machines through their paces, insulting and hosing them down as they run through exercise drills like rolling tires, pulls-ups with their bucket arms, dragging 10-ton concrete blocks--all set to the beat of As Technotronic's 1989 hit "Pump Up the Jam."
Surprisingly, this wasn't the work of VFX magic. The machines actually performed all the tasks in the film, though sometimes they needed upgraded engines or reinforced steel, according to a behind-the-scenes film.