Volvo CE’s earthmovers on film for promotion campaign

For its new publicity campaign, Volvo Construction Equipment has teamed up with film star hardman Dolph Lundgren to showcase its excavators’ endurance in a stunt-filled mini-movie entitled Pump It Up. In the tongue-in-cheek mini-movie Lundgren, whose credits include Rocky IV, Universal Soldier and The Expendables, plays an all-action drill instructor in an excavator boot camp determined to test the diggers to their limits. Excavators ranging from 1.5t to 95t are ordered to do press-ups, pull-ups, flip
October 25, 2018 Read time: 2 mins

For its new publicity campaign, 7659 Volvo Construction Equipment has teamed up with film star hardman Dolph Lundgren to showcase its excavators’ endurance in a stunt-filled mini-movie entitled %$Linker: 2 External <?xml version="1.0" encoding="utf-16"?><dictionary /> 0 0 0 link-external Pump It Up Volvo CE Pump it up video link false http://https//www.volvoce.com/global/en/our-offer/excavators-for-any-challenge/ false false%>.

In the tongue-in-cheek mini-movie Lundgren, whose credits include Rocky IV, Universal Soldier and The Expendables, plays an all-action drill instructor in an excavator boot camp determined to test the diggers to their limits. Excavators ranging from 1.5t to 95t are ordered to do press-ups, pull-ups, flip giant tyres and drag large concrete blocks on which Lundgren rides gladiator-style.

The action takes place in a desert-style location and is set to the beat of the 1989 hit song Pump up the Jam by Belgian music group Technotronic.

Swedish-born Lundgren, who has a background in engineering and was awarded a scholarship to the Massachusetts Institute of Technology, said: “This job was probably the most unusual role I’ve ever taken on. It was fascinating to see Volvo’s excavators and skilled operators performing all the various physical exercises - I didn’t think it was even possible.”

All the stunts are entirely authentic (although some of the machines were modified) and were carried out by professionals in a safe and closed environment.

Volvo has also produced a mini behind-the-scenes documentary showing how the film was made. It can be viewed %$Linker: 2 External <?xml version="1.0" encoding="utf-16"?><dictionary /> 0 0 0 link-external here Volvo CE Video link false https://https//www.volvoce.com/global/en/our-offer/excavators-for-any-challenge/#behind-the-scenes false false%>.

Earthmoving & soil compaction

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