Volvo Trucks Brings World’s Largest Unboxing and New VNL Series to the “Big Apple”

Volvo Trucks North America delivered its newest truck, the VNL 760, and its record-breaking unboxing video, to one of the most commercially vibrant hubs in the world, Times Square, in the heart of New York City.

At the nation’s unofficial kick-off to 2018, Volvo Trucks shared its most recent viral video featuring 3-year-old Joel Jovine unboxing the new Volvo VNL 760 long-haul tractor with revelers in Times Square via a new digital billboard. The new “VNL Unboxing,” Volvo’s most successful North American video to date with more than 26 million online views, was shared with an additional one million people when the ball dropped to welcome in 2018.

See the record film here:

According to, the official website for Times Square, more than 355,000 pedestrians pass through each day and that number can exceed more than 425,000 on its busiest days. Combining online views of the unboxing film with the one million people in Times Square for the New Year’s Eve celebration and the more than 11 million consumers who have since passed through means that well over 38 million people, nearly 1.6 million more than the population of Canada, have been exposed to the excitement of Joel Jovine and his unboxing of the new Volvo VNL series.

“Without a doubt, the unboxing film and reveal of the new VNL series is one of the most widely experienced commercial vehicle campaigns ever in North America,” said Magnus Koeck, vice president of marketing and brand management for Volvo Trucks North America. “We’re thrilled to bring Volvo Trucks to one of the brightest spots in North America, especially representing the trucking industry on one of the most popular and most crowded nights of the year. The launch of the VNL last year continued to show our leadership in the industry when it comes to both truck production and sharing our accomplishments in new and creative ways.”

The new Volvo VNL series and its regional haul counterpart the new Volvo VNR series, combine active safety innovations to help professional drivers reduce fatigue and distraction, making the new long-haul and regional haul models the safest Volvo trucks ever. The latest on-highway products exemplify Volvo’s vision of zero accidents by providing leading passive and active safety innovations, as well as an efficient and comfortable work environment that’s also often a “home” for professional drivers. Modeled after sleek race cars and boats, the interior and exterior design, as well as the technological features, of the VNL series is a nod to the transportation of the future.

“At Volvo Trucks we are always looking toward the future when it comes to transportation, especially the safety of professional truck drivers and all motorists,” said Koeck. “Times Square is a mecca for consumer goods and transportation, and there’s no better place to have an ongoing reminder of how Volvo Trucks is driving progress in an industry delivering all those goods used every day.”

The digital billboard in Times Square will be running through the end of March 2018 and is located at 1500 Broadway and West 43rd Street.

Volvo Trucks North America’s unboxing of the new VNL 760, a GUINNESS WORLD RECORDS title for largest unboxing, is on display in the consumer hub of Times Square for more than 355,000 pedestrians to view daily, a reminder that trucks are responsible for delivering virtually all consumer goods.

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