A trucker drives through small-town America in this Volvo Trucks ad, along the way eliciting happy smiles and arm pumps from everyone: little boys, a mom, cops, the criminal the cops are apprehending, a nurse and even an infant in a baby carriage. Why? "You don't have to be a trucker to know a great truck when you see one," a voice-over explains. The 30-second Super Bowl XXXIII ad was produced out of Carmichael Lynch, Minneapolis, which helped Volvo become the first heavy-truck marketer to buy a Super Bowl ad the year before ("Road Sage").
Volvo would be back in the Super Bowl in 2005 with "Rocket," this time promoting the XC90 sedan (and Virgin Galactic).
BRAND: Volvo Trucks
AGENCY: Carmichael Lynch
QUARTER AIRED: Q1