Now Volvo gives excavators the big budget treatment

Something of a surprise to see Volvo rolling out the big budget for its excavators, Dolph Lundgren and all, in a new campaign from Forsman & Bodenfors. Maybe they’re aiming for the same “halo” effect as its trucks epic of a few years back featuring Jean Claude Van Damme.

Not as good as that but a brave effort none the less.

What’s he say at the end? Hope it’s maggots.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.