Volvo Cash Machine campaign shows drivers how to become rich
In a new whimsical campaign launched by Volvo Trucks, consumers are presented with the brand‘s new “cash machine, allowing them to save 11 percent on fuel savings with the rig’s D13TC engine,” according to the Volvo website.
Viewers are introduced to Bob, a wealthy lorry driver whose extravagant lifestyle quickly catches the attention of onlookers. Driving a golden Volvo VNL 760 through Western America, Bob—unlike most lorry-drivers we see in movies—does not need to work hard.
The image is adequately echoed by the accompaniment of If I Were a Rich Man from Fiddler On the Roof, a reworked Broadway classic from producer Jonas Quant and singer Joseph Peter de Natale.
The lyrics give the meaning to this 90-second spot singing, “Wouldn’t have to work hard… if I were a biddy-biddy rich, daidle deedle daidle daidle man.”
Bob is a suave man with a business suit and classy dress-shoes who seems to have no worries in the world. Viewers even see him in a bathroom stall where there is no more toilet paper. But that does not stop Bob from taking out a wad of cash and it is easy for one to understand what he’s about to do with it.
He enjoys a luxe lifestyle with preferred seating at meals that are flambeed, and even bowling with a gold bowling ball.
Volvo released this campaign to attract customers to choose its truck with a cost-effective turbo compound unit. It boasts of an 11 percent fuel-saving ability which allows drivers to save thousands of dollars for spending on other, more valuable things—like Bob in the ad.
Lars Elfman, an agency creative, reportedly told Muse by Clio that “Cash Machine” is a kind of celebration of all truck drivers. “They do an important job and deserve credit for working hard, so more of them should be able to live a life like Bob. Volvo Trucks always takes the driver’s perspective in everything they do, and I hope those watching the campaign can feel that,” said Elfman.
This campaign was created by Volvo Trucks North America by Forsman & Bodenfors and directed by Tomas Skoging.