Look Who’s Driving feat. 4-year-old Sophie

Client Brief

Volvo Trucks wanted to launch the rugged new FMX construction truck by proving its strength, durability and control — in a way that cuts through typical B2B machinery messaging. The brief called for a “live-test” style film that would stand for the machine’s toughness and reliability under unexpected conditions.

Our Approach

Working with Forsman & Bodenfors, New-Land crafted a film that uses a high-impact, surprising premise: a four-year-old child remote-driving an 18-ton truck through a construction site. The shock factor isn’t the stunt itself but what it signals: if this truck can handle such a scenario, it can handle anything. 

The visual style emphasises raw environment, real truck behaviour and minimal CGI — reinforcing authenticity.

Execution

The film was shot under controlled conditions (a construction environment) with remote-control rigging and safety measures to realise the concept. 

Distributed as part of the Volvo Trucks Live Test series (which already had strong recognition from earlier campaigns such as “The Epic Split”). 

The campaign leveraged digital/online channels heavily, aiming for viral spread by the inherent “wow” moment of a kid driving a big truck. 

Results & Impact

The campaign was awarded across multiple prestigious creative award shows — showing strong recognition in creative circles. 

It shifted category expectations in heavy commercial vehicle advertising by blending spectacle with proof-of-product performance in a memorable way. 

It reinforced Volvo Trucks’ positioning of durability and capability in construction/industrial segments, helping the brand stand out among heavy-duty truck makers.