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She walks the line

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Posted by Creative Review, 16 August 2012, 11:47    Permalink    Comments (5)

American 'slackliner' Faith Bickey completes a terrifying tightrope walk between two moving trucks in Forsman & Bodenfors' ad for Volvo Trucks

Tightrope walking is scary enough but how about one between two moving vehicles? Faith Dickey is a women's world record holder in 'slacklining' - a frankly insane sport that involves walking across webbing strung between mountain peaks and outcrops (kind of extreme tight rope walking).

For this spot, the first by Forsman & Bodenfors for Volvo Trucks, Dickey carried out a walk between two moving vehicles. “No one has ever done this before – and I understand why. We practised and practised and I kept falling. But finally I did it. I walked the line," she says.

Which is all very impressive but just begs the question, why? Something to do with demonstrating the precision and control of a new type of Volvo lorry apparently...

Credits
Agency: Forsman & Bodenfors
Art Director: Anders Eklind, Sophia Lindholm
Copywriter: Martin Ringqvist, Björn Engström
Designer: Jerry Wass
Director: Henry Alex Rubin
Producer: Ray Leaky
Exec. producer: Chris Barrett
Production Company: Smuggler
Stunt Co-ordinator: Peter Pedrero
Music: Rumor Mill
Post Production: Absolut Post
Sound: Factory
Editor: Spencer Ferszt @ Marshall street

5 Comments

Perhaps the right question is... why not?

Must admit I think this video will go far.
malinka
2012-08-16 14:40:38

The jump was amazing!!! Just on time...
Chris
2012-08-17 16:50:15

Is this the new TV Commercial? A high profile event somewhere in the world, seeded virally to get millions of views for the brand and the company involved. And the agency perhaps gets a metal or two somewhere? Did anyone from Volvo or F&B look up the conversations and comments in YT and engage with people who had good things to say or bad. On FB there seems to be some interaction between the company and its fans. I am just wondering is this is a one off or will Volvo continue to build on this? And if it is a one off? How different is it from a TVC, except that it came free and some people shared it??
Nishad
2012-08-19 05:02:03

The Volvo brand has always stood for safety for me so I'm puzzled as to why such a pointless self-endangering act is seen as somehow exemplifying the brand
Marianne
2012-08-21 14:03:45

Gee. Kind of a weak marketing point. I'm sure the actual target audience might be impressed, but how large of a group are they? The much larger audience may think it's a cool stunt, but where are they gonna park one of those big trucks? Especially if they live in the city.
Rick
2012-08-21 16:45:36

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