Volvo celebrates 'Swedishness'

Volvo Trucks is getting in touch with its Swedish origins with its 'Swedish Week' marketing campaign, which straddles Sweden's National Day on June 6

Volvo Trucks has rolled out a new marketing campaign in to highlight the brand's Swedish roots, with a series of seven short video clips that take a light-hearted look at various aspects of Swedish life.

According to Volvo, the truck manufacturer wouldn't be what it is today without Sweden's culture of innovation, road safety – and 'creative' coffee breaks.

Volvo has turned to Swedish Hollywood actor Peter Stormare to star in the clips. Stormare has appeared in a number of movies over the years but is perhaps best known for his ‘bad guy’ role in the 1996 flick, Fargo.

Volvo's 'Swedish Week' campaign coincides with the Nordic nation's national day – June 6 – and runs from June 2-8.

Asa Theleen, Brand & Marketing Communications Manager for Merchandise at Volvo Trucks, says the manufacturer wanted to underline how Swedish culture has helped shape the brand since its inception.

"We want to highlight our Swedish background and show how it has influenced our brand from the time when the first Volvo truck was built in 1928 until today," she says.

Stormare said he was thrilled to be playing a part in the campaign.

"When they called and asked me if I wanted to be involved, it was as if ABBA had reformed and wanted me to act in a film with them," he says.

Click on the video below for a look at one of the videos, which takes a wry look the Swedish pursuit of enjoying the great outdoors.

The full collection will be uploaded to the Volvo Trucks Youtube channel as Swedish Week progresses.

Volvo celebrates 'Swedishness'

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