Videos » Super Bowl nostalgia, "Road Sage", Volvo Trucks North America commercial 1998

Super Bowl nostalgia, "Road Sage", Volvo Trucks North America commercial 1998

Super Bowl nostalgia, "Road Sage", Volvo Trucks North America commercial 1998

Posted by Tim Schenk
This 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 spot, titled "Road Sage", features Gus, a friendly trucking professional who shares his insights from the road. It ranked highest among automotive-related companies, based on USA Today's Super Bowl Ad Meter. Volvo Trucks' 30-second spot was also ranked first among business-to-business advertisers during the game. The commercial 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. The Broncos defeated the Packers by the score of 31--24. The game was played on January 25, 1998 at Qualcomm Stadium in San Diego, California, the second time that the Super Bowl was held in that city.
Posted February 12, 2023
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