Volvo Trucks' new ad is all about the dogs

Everyone seemed to get a dog during the pandemic—and that included truck drivers, apparently. Volvo Trucks' new ad plays on their popularity as drivers' companions with the message that its new fuel-saving technology makes both drivers, and their pet pooches, happy. The new film comes from Forsman & Bodenfors, the Swedish agency that made Volvo Trucks famous as an advertiser with spots including 2013's Epic Split. While in that spot the uber-cool protagonist was Jean-Claude Van Damme, in this one a series of beautifully coiffed canines are the stars, pictured with the breeze ruffling their hair as they chill out in drivers' cabs to a new music track, “The Perfect Day.” The song was specially composed for the campaign by the Swedish artist Rico Won. (The style of the ad is also reminiscent of last year's trippy spot for the AA, by Adam&Eve/DDB and Perlorian Brothers, in which a mop-haired pup longed for the open road while catching the breeze from an electric fan.) The U.S. spot aims to highlight that Volvo Trucks' Turbo Compound technology saves fuel and money while offering great driving pleasure. “There is a well-established ‘truth’ out there, saying that fuel efficiency is incompatible with driving pleasures," said Maria Hilmersson, creative at Forsman & Bodenfors in Gothenburg, in a statement. "The Volvo VNL with Turbo Compound is the living proof of the opposite, so we decided to tell a story that challenges the old misconception and offers great news for every passionate trucker and transport operator: That saving fuel needn’t be boring anymore." Even if you're not in the market for a truck, any dog lover is likely to appreciate the spot—there's a whole range on display, from Afghan hounds to French bulldogs, poodles and King Charles spaniels, not to mention a sulky-looking cat too.

Volvo Trucks' new ad is all about the dogs

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