Volvo Trucks’ latest launch film has reached new heights. To demonstrate the power and strength of its four new vehicles, Volvo built a colossal 15-metre, 58-tonne truck tower, stacking its four new trucks on top of one another. Adding to that, they stood President Roger Alm on top!
The unusual film is set in the dead of night and starts by showing the truck tower as a huge monolith glowing in the distance. As it moves forward, we see wolves in the foreground and catch a glimpse of a female driver. As the film reaches its climax, complete with smoke and lighting effects, we see that the man standing on top of the truck tower is actually Volvo Trucks’ President Roger Alm.
Roger said, ”This is our biggest launch ever at Volvo Trucks. They will have a huge impact on our customers’ profitability and ability to compete both for business and the best drivers. I’m used to being on top of things, but for me, shooting the truck tower was definitely an unusual day at work. And let’s just say I have a certain respect for heights. I’m a down to earth guy.”
The film was shot in late 2019 on a testing ground outside Volvo’s hometown of Gothenburg, Sweden. Both the truck tower and the majority of the visual effects are real, including the smoke and lights, which a behind-the-scenes film reveals.
Watch the film ‘Volvo Trucks - The Tower’ featuring Roger Alm
Click here to see the behind the scenes film.