Volvo Trucks releases cracking neck-cracking film

Even if you haven’t got a stiff neck, the lead film in this campaign offers a certain vicarious release from joint and muscle tension. 

Directed by Nils Toftenhow and Mathias Rosberg of B-Reel Films collective Tally-Ho, the charming film follows truckers explaining how driving mashes their bones. Enter YouTube celebrity chiropractor Dr Beau Hightower, who sets about healing drivers at a mobile clinic at a New Mexico truck stop by wielding his special healing hammer and delivering wince-inducing neck crunches. 

According to a new Volvo Trucks study, more than 80 percent of truck drivers suffer pain in their backs, necks and arms, due to long hours behind the wheel, bad road conditions and vibrations in the trucks’ steering. As e-commerce grows demand for trucking is increasing so drivers' health is becoming more important than ever. 

The campaign raises awareness of the problem while highlighting the design features Volvo has introduced to its trucks that can alleviate the problems such as an automated transmission that removes the shoulder-wrenching work of shifting heavy gears and VDS, Volvo Dynamic Steering, which makes driving a truck even more like driving a car.