Putting heavy machinery to the ultimate test with Swedish Action Star Dolph Lundgren.
If you wanted to flex the strength, precision and durability of your equipment, you could either show off with a series of demonstration videos or you could hire Swedish action star Dolph Lundgren to push things to the limit in the middle of the desert. That’s what Volvo Construction Equipment did when they tapped RSA Films duo Tompa & Rondo to direct their latest spot, “Pump It Up.” Choreographed to Technotronic’s hit “Pump Up the Jam,” this ‘80’s-inspired short film features their line of excavators effortlessly enduring “boot camp” led by Dolph, who also throws in a few of his own moves.
“Between the soundtrack and the star, ‘Pump It Up’ is not only a fun, slick nod to the 80s, but an intense display of Volvo’s precision equipment that will leave viewers feeling confident in their ability to carry out the most demanding jobs,” says Adweek.
Watch how they brought the spot to life:
Produced bycreative agency Forsman & Bodenfors and the Producers, “Pump It Up” showcases Tompa & Rondo’s ability to bring beautiful cinematography and comedic storytelling into their commercial work.
You can see more examples of their work here.