Volvo Gets Awesomely ’80s as Dolph Lundgren Pumps Up Heavy Machinery

The Swedish superstar leads an industrial bootcamp

Dolph Lundgren pumps up ... excavators? - Credit by Volvo CE
Headshot of Shannon Miller

Since 1985, action titan Dolph Lundgren has tendered a reputation as the toughest guy in the room through his films and fitness lifestyle. And just look at him. This is a man that, with the right amount of agency, can whip anyone or anything into tip-top shape.

So when Volvo Construction Equipment needed someone to get their excavators tough job-ready, Lundgren was the clear choice to get the fleet of machines—the actual machines—in line. In a toe-tapping short film titled “Pump It Up,” Volvo CE partnered with creative agency Forsman & Bodenfors to prove that their equipment is up for any challenge.

And what a challenge it proves to be! Lundgren meets the team of potential construction heavy lifters in the desert, where he intends to put them through the absolute ringer.

“I’m here to pump you up,” he boldly informs the fleet, and his ability to visibly send a jolt of fear into steel mechanical giants is impressive and not at all surprising. Lundgren administers a marathon of drills with army-like precision. At one point an excavator can be seen doing its version of a pull-up on an iron beam, which is equal parts perplexing and spectacular.

But no matter what challenge he throws at them, the machines execute each task with ease. The entire scene is set to the tune of Technotronic’s “Pump Up the Jam,” and watching Lundgren confidently dance and lip sync along pushes the film into serious “delightful” territory.

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.

It may also stoke a desire for more opportunities to watch Dolph Lundgren groove to house music—if we’re being honest.


Client: Volvo Construction Equipment
Advertisers Supervisor: Per Åkerlund, Manager Communication Projects, Brand & Market Communication

Creative Agency: Forsman & Bodenfors
Account Supervisor: Cilla Pegelow
Account Manager: Helena Lignell
Art Director: Lars Elfman
Copywriter: Martin Ringqvist
Designer: Christopher Ek
Creative Assistant: Milly Björkman
Planner: Daniel Sjöstrand
PR Strategist: Bjarne Darwall
Platform and Data Strategist: Peter Gaudiano
Agency Producer, Film: Åsa Hammar
Music Supervisor: Johan Nordqvist

Production Company: The Producers
Post Production/VFX: Swiss
Director: Tompa & Rondo
Producer: Mats Wolgers
Line Producer: Ronald Meier
D.O.P: Eric Gautier
Editor: Gustav Öström/Talent Group

Sound Design: Fredrik Sundberg/Plop
Makeup Artist: Madeleine Gaterud
Stylist: Denise Östholm
Music: Pump Up the Jam by Technotronic
Talent: Dolph Lundgren appears courtesy of Karmax-910 sas

Media Agency: Oath
PR Agency: SE10

BTS Production: Othervise
Music Production BTS: Earon Studio
Stills photographer: Jon Hertov

Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.

Shannon Miller is a writer, podcast creator and contributor to Adweek.
Publish date: October 24, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT