Trucker becomes a rich man by driving Volvo Trucks in a flashy campaign

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.

The 60-second spot, ‘Cash Machine – featuring Bob,’ has trucker Bob pulling up to a diner and stepping out of his Volvo rig in a finely tailored suit, 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.”

This isn’t the first over-the-top spot from Volvo Trucks. The brand saw over 100m views with its last two videos – ‘The Epic Split’, featuring Jean Claude Van Damme, and ‘The World’s Largest Unboxing’, which earned a Guinness World Record.

‘The Cash Machine’ follows suit by targeting the people who it impacts most – the drivers.

Volvo’s commitment to hardworking fleet owners and operators like Bob goes beyond equipping them with the support and best tools for the job, but also helping to increase their bottom line with new technologies and improvements. The new turbo compounding engine, which Volvo claims is its most fuel efficient ever, is said to improve yield by 3% over its previous engine and saves thousands of dollars per year, per truck.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.