Volvo Trucks Features World’s Largest Unboxing

Newest Truck from Volvo Trucks North America Delivered in Record-Breaking Unboxing Video

At the unofficial kick-off to 2018, Volvo Trucks shared its most recent viral video featuring 3-year-old Joel Jovine unboxing the new Volvo VNL 760 long-haul tractor with revellers in Times Square via a new digital billboard.

The new “VNL Unboxing,” the brand’s most successful North American video to date with more than 26 million online views, was shared with an additional one million people when the ball dropped to welcome in 2018.

According to Times Square’s official website, more than 355,000 pedestrians pass through each day and that number can exceed more than 425,000 on its busiest days.

Combining online views of the unboxing film with the one million people in Times Square for the New Year’s Eve celebration and the more than 11 million consumers who have since passed through means that well over 38 million people, nearly 1.6 million more than the population of Canada, have been exposed to the excitement of Joel Jovine and his unboxing of the new VNL series.

“Without a doubt, the unboxing film and reveal of the new VNL series is one of the most widely experienced commercial vehicle campaigns ever in North America. We’re thrilled to bring Volvo Trucks to one of the brightest spots in North America, especially representing the trucking industry on one of the most popular and most crowded nights of the year.

“The launch of the VNL last year continued to show our leadership in the industry when it comes to both truck production and sharing our accomplishments in new and creative ways,” said Magnus Koeck, Vice President of Marketing and Brand Management for Volvo Trucks North America.

The latest on-highway products exemplify the brand’s vision of zero accidents by providing leading passive and active safety innovations, as well as an efficient and comfortable work environment that’s also often a “home” for professional drivers.

Modeled after sleek race cars and boats, the interior and exterior design, as well as the technological features, of the VNL series is a nod to the transportation of the future.

“At Volvo Trucks we are always looking toward the future when it comes to transportation, especially the safety of professional truck drivers and all motorists. Times Square is a mecca for consumer goods and transportation, and there’s no better place to have an ongoing reminder of how Volvo Trucks is driving progress in an industry delivering all those goods used every day,” said Koeck.

The digital billboard in Times Square will be running through the end of March 2018 and is located at 1500 Broadway and West 43rd Street.