Source: Adweek
Volvo sets the first-ever Guinness World Record for “Largest Unboxing” in grand style as big-rig enthusiast Joel Jovine, age 3, reveals the nameplate’s latest VNL 760 tractor trailer by opening a colossal toy-truck container.
Swedish agency Forsman & Bodenfors, whose “Live Test Series” for the client included the “Epic Split” spot starring Jean-Claude Van Damme a few years back, helped develop the new campaign.
That massive carton, made mostly of cardboard and cellophane, was based on classic toy-package designs, including Volvo’s own die-cast model truck boxes. It measured 80 feet long by 14 feet wide by 18 feet high, and took 36 hours to build. The truck itself is 72 feet long and weighs 16 tons.
Why stage such a stunt?
“When we saw the film with the little kid unboxing a Spiderman battery-powered ride that has 218 million YouTube views, we said, ‘This is it! How can we do something as exciting?’” Magnus Koeck, vp of marketing and brand management for Volvo Trucks North America, told Adweek.
