Dogs are popular as road companions among truck drivers. And while dogs certainly make the drivers happier, a new Volvo Trucks campaign for the U.S. argues it also works the other way around. The Swedish truck manufacturer decided to highlight that their Turbo Compound technology saves fuel and money while offering great driving pleasure–ultimately making both drivers and dogs happy.
The campaign is developed in co-operation with creative collective Forsman & Bodenfors in Sweden. In the main campaign film–titled “The Joyride” and directed by Daniel Lundh via production company Bleck–we see dogs riding along in trucks, clearly enjoying the ride with the wind blowing in their fur. The film ends by stating “Happy drivers, happy dogs” and “Finally, saving fuel is fun.”
“There is a well-established ‘truth’ out there, saying that fuel efficiency is incompatible with driving pleasure. The Volvo VNL with Turbo Compound is the living proof of the opposite, so we decided to tell a story that challenges the old misconception and offers great news for every passionate trucker and transport operator: That saving fuel needn’t be boring anymore”, said Maria Hilmersson, creative at Forsman & Bodenfors in Gothenburg, Sweden.
The music in the film is “The Perfect Day,” specially composed for the campaign by the Swedish artist Rico Won, now available on Spotify and other streaming services.
