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 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 here.