Volvo Trucks: Cash Machine by Forsman & Bodenfors

Truckers aren’t usually known for their flashy lifestyles, but a new campaign for Volvo Trucks shows that those who drive the Swedish trucks with a new turbo compounding engine can save a ton and live it up.

Volvo Trucks and Forsman & Bodenfors have introduced the concept of a rich trucker with ‘Cash Machine’, a campaign aimed at introducing its new turbo compounding engine with flash and swagger.

In the 60-second spot, ‘Cash Machine – featuring Bob,’ we see trucker Bob pulling up to a diner and stepping out of his Volvo rig in a finely tailored suit, yet also wearing a trucker cap and sunglasses. He confidently struts through the diner, slips into a booth and is served a flambé by a chef. After driving a bit more, he pulls into a barber, where he is pampered by five attendants. Bob then takes in a round at the bowling alley where he bowls a strike and lives his best trucker life. When we think there might be a down moment for Bob – in the toilet, without toilet paper – he pulls out a wad of cash. All to the soundtrack of If I Were a Rich Man.

The spot ends with the text “Live a little, Save a lot. Up to 11% fuel savings with the new Volvo VNL Turbo Compound.”