Volvo Construction Equipment (Volvo CE) teamed up with Swedish star Dolph Lundgren to showcase the "hardcore nature" of Volvo excavators in the passionate micro-film Pump It Up.
This short film invites Dolf Lundgren as an Army training camp instructor to test the limits of heavy equipment through exciting and interesting exercises, showing the durability, versatility and smart manufacturing advantages of Volvo Construction Equipment's full range of excavators.
Lundgren has impressed the audience with his wonderful fighting moves and thrilling stunts in a series of films such as "Rocky IV", "Ultimate Soldier" and "The Expendables". This time, the joint performance with Volvo excavators will undoubtedly bring us a unique "man-machine battle".
In this film, Dolph Lundgren, who often plays the role of "leader" in movies, plays a similar role again - except that the "soldiers" he leads have become various Volvo excavators weighing between 1.5 tons and 95 tons. They will be severely tested in the high-intensity actual combat training of the "Devil Dragon Instructor".
In a series of extraordinary stunts, we will see the excavators dragging a large concrete block carrying Lundgren through the desert, pushing giant tires to "somersault" on muddy roads, and performing the world's first excavator "pull-up" stunt - a perfect statement that Volvo excavators will not fear any challenge. The classic "Pump up the Jam" by the Belgian band Technotronic, which was famous in the late 1980s, runs through the short film, giving people a strong rhythmic impact - but also a touch of nostalgia and humor. Bill Law, senior vice president of corporate communications at Volvo Construction Equipment, said: "The power and flexibility of Volvo excavators are brilliantly demonstrated in the film. From small and agile to powerful and powerful, the final presentation is such a short film with Hollywood impact.
Some of these stunts may be a little "outrageous", but we want to be bold, set ourselves a challenge and push the limits. Volvo excavators face various challenges in field operations every day around the world. These challenges require high power and durability of the equipment, as well as the skills of the operator in the cab. ”
Dolph Lundgren has been a Hollywood star for the past 30 years, and his latest two Hollywood action blockbusters, Creed II and Aquaman, have made him extremely popular. Both films will be released at the end of this year. What is less known is that Lundgren is also an outstanding representative of "big guys with big brains". He has an excellent engineering background and has won a scholarship to the famous American university Massachusetts Institute of Technology, which is similar to the efficient and intelligent product features of Volvo excavators. “This was probably the most unique experience of my career,” Lundgren said. “The Volvo excavators and operators performed all kinds of stunts, absolutely without any movie effects, and they blew my mind. To be honest, I never thought that excavators could do such things before. I was born in Sweden and have a deep connection with this classic Swedish brand, as a child I often sat on my dad’s Volvo equipment.
For me, Volvo embodies some great Scandinavian values, such as simple design, excellent quality and a genuine love for the environment. I am really happy to have the opportunity to work with the Volvo brand.”Few machines are as versatile as excavators in terms of application.
The film also highlights the ability of Volvo excavators to be able to handle almost any task with their powerful performance, which was highlighted in this campaign. While pull-ups and tire bounces aren’t part of an excavator’s daily routine, these stunts are completely real, performed by professionals in a safe and contained environment.
In the real world, Volvo excavators can easily handle all tasks from site preparation, excavation, demolition, truck loading and pipe laying, and you can always trust them!
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