The World of Volvo opens by launching a new Volvo: resembling a glitter-coated truck from the 80s and a classic blue 245. With a sound system like a full live band and more seats than can fit in the picture. It is also powered by salmon roe.

A glittering truck, a blue car, a drum set, a forklift, and a gray chair. These became the actors for the launch of Volvo's new museum, which opened in Gothenburg in the spring of 2024. These stars became a plethora of moving ads in various formats in two phases, the first of which was considerably more secretive.