Produced by Yonder and directed by Brian Neaman, the campaign aims to ignite curiosity for Volvo’s latest launch and drive social engagement for the brand.
Production company Yonder has unveiled its latest campaign for Volvo, aimed at captivating truckers across the nation. The humorous #WhatTheTruck initiative aims to generate excitement and intrigue surrounding Volvo’s upcoming truck design release.
The top secret strategy, crafted by creative agency Baldwin&, sets out to intrigue and excite truckers with Volvo’s latest creation, encased in a shroud of mystery. The film showcases a sleek, efficient marvel on 18 wheels, disguised as a test race car and strategically parked in the heart of bustling truck stops. To top it off, the hashtag #WhatTheTruck is plastered across the side, driving social engagement.
To bring this vision to life, director Brian Neaman at Yonder opted for an unconventional production approach, eschewing traditional casting methods in favor of authentic, spontaneous interactions. Brian explains, “Often productions that need real people will do some sort of casting to find ideal ‘real’ people — but you can’t beat actual people that would never show up for a casting call.” To achieve this, Yonder set up camp at a high foot traffic truck stop outside Dallas during peak hours, ensuring maximum exposure and genuine reactions from truckers passing through…
