The Volvo brand has a history of getting ‘80s action stars to be in awesome promotional videos for its products. Do we need to remind of you Jean-Claude Van Damme’s epic splits video for Volvo Trucks, perfectly scored to Enya’s Only Time? This week, Volvo Construction Equipment released a video just as good featuring Dolph Lundgren (‘80s powerhouse involved with Rocky IV and Universal Soldier) as a drill instructor whose job is to work out Volvo’s excavator lineup (especially those poor mini exs).
During a series of impressive stunts, the machines are seen pulling Lundgren atop a huge concrete block across an unknown desert location, flipping gigantic tires across a muddy track and taking part in what is thought to be the world’s first ever excavator pullup. All of this is set to the iconic beat of the 1989 hit song Pump up the Jam by Belgian music group Technotronic.
Bill Law, Senior Vice President of Corporate Communications at Volvo CE, said: “This is a good demonstration of the flexibility and strength of our excavators, from the small to the mighty. The result is a feel-good mini movie with Hollywood impact. Some of these stunts are a little out of the ordinary, but we wanted to be daring and set ourselves a challenge to push them further. Our excavators work hard every day at construction sites all over the world, something that requires precisely that power and stamina, together with skilled operators behind the wheel.”
Lundgren said: “This job was probably the most unusual role I’ve ever taken on. It was fascinating to see Volvo’s excavators and its skilled operators performing all the various physical exercises – with absolutely no movie stunts involved. Honestly, I didn’t think it was even possible. Being born in Sweden, I have a long relationship with this classic Swedish brand. As a young boy, I rode in the back of my dad’s Volvo. To me, Volvo represents some great Scandinavian values, like clean design, excellent quality and a true care for the environment. I’m really pleased to get this opportunity for us to work together.”
In conclusion: Pretty much awesome.