Volvo Trucks turns to trucker Bob to recapture ad glory

When you’ve produced the world’s most famous truck ad – maybe the world’s only famous truck ad – as Forsman & Bodenfors did five or so years ago for Volvo with Jean-Claude Van Damme, it’s hard to top.

But F&B is pulling out all the stops with ‘The Cash Machine,’ featuring rich and supposedly fashionable trucker Bob.

It’s not quite J-C (‘Epic Split’ has racked up 93m YouTube views) but ‘Live a little, save a lot’ is a good line.

MAA creative scale: 7.5.

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About Stephen Foster

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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.

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