Earlier this year Volvo came out with their new FMX Truck and they have taken a very extreme, dangerous approach to promoting it. A series of videos have been released that demonstrate the truck’s key features in a very unconventional way. For instance, Claes Nilsson, Volvo’s president, stood on top of a suspended FMX Volvo Truck in order to demonstrate the robustness of the truck’s towing hook. Not only that, they also had a 175 g hamster named Charlie, steer the 15 tonne Volvo FMX to show how easy the dynamic steering wheel is. You have to see it to believe it!

Volvo’s latest video came out today, where the agency Forsman & Bodenfors created an amazing stunt that incorporated a smaller-scale version of Spain’s Running with the Bulls. The FMX truck was painted red and raced through the Spanish town of Ciudad Rodrigo followed by a large herd of angry bulls. The video was directed by the Oscar nominated director, Henry Alex Rubin, and it took 28 cameras to capture the video. I can only imagine what they are going to come up with next.