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These three Super Bowl commercials will make you proud to be a trucker


The Super Bowl is the biggest day of the year for football, but many Americans tune in just to watch the highly anticipated commercials. In the past, all eyes have been on the trucking industry as Super Bowl ads have paid tribute to drivers with their creative advertisements.

1. Volvo’s “Road Sage”

Volvo has released several Super Bowl advertisements where truckers were the center of attention. Their 1998 advertisement titled, “Road Sage,” was the first television commercial done by Volvo Trucks North America, and the first entry by a commercial truck manufacturer into Super Bowl advertising.

The 30 second ad features Gus, a trucker that who shares his wise thoughts from the road. The ad was part of the six-month “Best Drive in the Game” promotion, which also featured Super Bowl Truck Stop Parties for truckers at 40 locations in the United States.

2. Volvo’s “Arm Pump”

Volvo’s nostalgic “Arm Pump” Super Bowl commercial reminds viewers of the all-American childhood experience of pumping their arms at passing truckers in hopes that they will respond with a loud blast of their horn.

This 1999 commercial was scheduled for the first quarter and was also a part of a longer promotion sweepstakes. Volvo gave away trucks and Super Bowl tickets, and sponsored parties at 50 truck stops across the country.

3. Bud Light’s “Bud Light Legends”

This year, be on the lookout for ads that feature truck drivers as front line heroes.

In Bud Light’s pre-released Super Bowl commercial, ‘Bud Light Legends’ help a truck driver save the day when his load of beer gets turned over.


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