Stefan Thomson

Volvo Trucks North America

Truck Stop Neck Cracking

6 out of 10 truck drivers suffer from neck and back pain. Problems that can shorten careers, cause driver’s fatigue and unnecessary sick leaves. The new Volvo Dynamic Steering reduces muscular strain by up to 70%. But most truck drivers are macho and won’t admit to having problems. So, how do we get them to talk about something they don’t want to discuss?

Together with renowned Chiropractor Beau Hightower, we set up a mobile chiropractor clinic on a busy truck stop—to highlight drivers’ problems in a world where no one talks about pain.

The film won Bronze in EPICA, the category “Online & Viral Films”, and a Diploma as “Best Long Film” in GULDÄGGET – Sweden’s most important communications festival.