"I've learned that when you want to make a YouTube hit, you need the hook at the beginning of the film," said Claes Nilsson, President of Volvo Trucks, while holding a cast iron hook from the brand's latest FMX off-road model work truck. To emphasize his point, Nilsson stood on the nose of his 15-ton truck — suspended above the Gothenburg port in Sweden by the very same towing hook he was holding.
Some 640,000 views later (in less than three days), Nilsson's stunt to prove his trucks toughness lands Volvo's commercial truck business a YouTube mega-hit.
Proving that he remains just as tough as the truck, Nilsson was forced to stand on the suspended vehicle for two hours, in typically chilly Swedish weather and winds greater than 22 mph, as a helicopter circled to gather the necessary shots to complete the piece in just one take.
You can watch the behind-the-scenes filming of Volvo's "The Hook" below, proving that the Swedes are indeed made tough.