Volvo’s Hidden Camera Campaign Leaves Drivers Saying #WhatTheTruck

Production company Yonder has unveiled its latest campaign for Volvo, aimed at captivating truckers across the nation. The humorous #WhatTheTruck initiative aims to generate excitement and intrigue surrounding Volvo's upcoming truck design release.

The top secret strategy, crafted by creative agency BALDWIN&, sets out to intrigue and excite truckers with Volvo's latest creation, encased in a shroud of mystery. The film showcases a sleek, efficient marvel on 18 wheels, disguised as a test race car and strategically parked in the heart of bustling truck stops. To top it off, the hashtag #WhatTheTruck is plastered across the side, driving social engagement.

To bring this vision to life, director Brian Neaman at Yonder opted for an unconventional production approach, eschewing traditional casting methods in favour of authentic, spontaneous interactions. Brian explains, “Often productions that need real people will do some sort of casting to find ideal ‘real’ people - but you can’t beat actual people that would never show up for a casting call.” To achieve this, Yonder set up camp at a high foot traffic truck stop outside Dallas during peak hours, ensuring maximum exposure and genuine reactions from truckers passing through.  

For the sound bites, the campaign enlisted the talents of local improv actors to spark the curiosity of  these passersby. With the help of earpieces, the actors seamlessly integrated prompts and notes from behind the scenes, creating an immersive and captivating experience. DP Matthew Wolfe lent his expertise to the project, crafting a raw yet cinematic look that resonates with Volvo's brand identity. Cameras strategically placed in cars, behind obstacles, and around the truck captured every moment, for a bona fide portrayal of trucker culture.

Brian Neaman, director at Yonder, comments, “I enjoy the thrill of unscripted production. There is something exhilarating about taking that calculated risk. And especially so with a hidden camera style production. As a kid, I was a big fan of the MTV show ‘Buzzkill’ (a ‘Punk’d’ predecessor), and I had a few Spy Tech toys for my own shenanigans. My prized item was a camera hidden in a Good & Plenty box. I took down a corrupt school superintendent with that camera. Not really, but maybe I should run with that yarn.”