Volvo Trucks
Volvo Trucks had an image problem. Truckers and fleet managers saw them as the snobby, stiff counterpart of their car cousin. But the truth is, they are two separate companies, and virtually all of their rigs are built in the good old U S of A. So when we were tasked to demonstrate how their customized torque packages could adapt to any situation, we took it as an opportunity to instill a bit of personality into the brand.