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Cloetta “The Swedish Truck Drivers” 2012

Cloetta “The Swedish Truck Drivers” (2012) is a Cloetta commercial for DIST CREATIVE, produced by Motion Blur. It won 2 awards, including Cannes Lions 2012 Film Bronze and Eurobest 2011 Bronze Film Sweet Foods.

Two Swedish truck drivers, known for their cautious nature, navigate a low tunnel, only to crash, revealing their love for Swedish candy now available in Norway.

Video: Cloetta Sverige on YouTube

Shot by shot

  1. A white truck emerges from a tunnel on a sunny day, driving towards the camera on a paved road surrounded by green foliage.© Cloetta0:00
  2. Two male truck drivers are seen through the windshield of their truck, with reflections of trees and power lines on the glass, as they drive down a road.© Cloetta0:03
  3. A yellow and red circular sign with "2,6m" in black text is centered on a concrete bridge over a road and tunnel.© Cloetta0:07
  4. Two male truck drivers, one wearing glasses and a cap, the other with a beard, are seen through the windshield of their truck, driving on a road with trees and power lines reflected on the glass.© Cloetta0:09
  5. A close-up shot of a "MAXHÖJD 4,2m" sign inside a truck cabin, with a yellow cloth visible on the left.© Cloetta0:12
  6. Two men in a truck, one driving and one in the passenger seat, are seen through the windshield, with reflections of trees and houses.© Cloetta0:14
  7. A white truck emerges from a tunnel on a sunny day, driving towards the camera on a winding road surrounded by green trees.© Cloetta0:25
  8. A bag of Cloetta Popsy candy and a bowl of chocolate balls sit on a truck dashboard, with a bobblehead toy and a road visible through the windshield.© Cloetta0:34

Stills © Cloetta. Made by DIST CREATIVE and Motion Blur.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Swedish truck drivers crash their truck for candy, highlighting its arrival in Norway.

Tagline: “Swedens most popular candy - finally in Norway”

national stereotypeironic twistproduct as rewardslapstick humordeadpan delivery

The cut

Length
41 s
Shots
11
Average shot
3.7 s

What creatives use Cloetta “The Swedish Truck Drivers” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Cloetta “The Swedish Truck Drivers”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A white truck emerges from a tunnel on a sunny day, driving towards the camera on a paved road surrounded by green foliage.© CloettaTwo male truck drivers are seen through the windshield of their truck, with reflections of trees and power lines on the glass, as they drive down a road.© CloettaA yellow and red circular sign with "2,6m" in black text is centered on a concrete bridge over a road and tunnel.© CloettaTwo male truck drivers, one wearing glasses and a cap, the other with a beard, are seen through the windshield of their truck, driving on a road with trees and power lines reflected on the glass.© Cloetta
    Frames from Cloetta “The Swedish Truck Drivers”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Cloetta “The Swedish Truck Drivers” in order, with its length, framing and what happens in it.

    A white truck emerges from a tunnel on a sunny day, driving towards the camera on a paved road surrounded by green foliage.© CloettaTwo male truck drivers are seen through the windshield of their truck, with reflections of trees and power lines on the glass, as they drive down a road.© CloettaA yellow and red circular sign with "2,6m" in black text is centered on a concrete bridge over a road and tunnel.© CloettaTwo male truck drivers, one wearing glasses and a cap, the other with a beard, are seen through the windshield of their truck, driving on a road with trees and power lines reflected on the glass.© CloettaA close-up shot of a "MAXHÖJD 4,2m" sign inside a truck cabin, with a yellow cloth visible on the left.© CloettaTwo men in a truck, one driving and one in the passenger seat, are seen through the windshield, with reflections of trees and houses.© Cloetta
    Length: 41 s · Shots: 11 · Average shot: 3.7 s

  3. 03Ad ideas: every spot built on a ironic twist

    Before you present an idea, you need to know who has done it, and how.

    Cloetta “The Swedish Truck Drivers” is built on a ironic twist. Search the library by idea to see every spot that uses it.

    Shield Insurance “After Shit Happened Service EP.1-5”© Shield InsuranceHarvey Nichols “Shoplifters”© Harvey NicholsChangyou Online Game Developer “Mother”© Changyou Online Game DeveloperIKEA “Picky”© IKEA
    Shield Insurance · Harvey Nichols · Changyou Online Game Developer · IKEA

Award-winning food & qsr commercials

  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Uber Eats + Special US "Football is for Food" (2025) commercial still© Uber Eats + Special USUber Eats + Special US “Football is for Food” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • Burger King "As Good as the Original" (2023) commercial still© Burger KingBurger King “As Good as the Original” 2023Dubai Lynx Grand Prix 2023
  • Cadbury Celebrations "My SRK Ad" (2023) commercial still© Cadbury CelebrationsCadbury Celebrations “My SRK Ad” 2023Dir. Divij Kulkarni · OgilvyEffie Awards Grand Prix 2023

Questions

Which agency made Cloetta “The Swedish Truck Drivers”?

DIST CREATIVE created it for Cloetta (2012).

What awards did Cloetta “The Swedish Truck Drivers” win?

2 awards, including Cannes Lions 2012 Film Bronze and Eurobest 2011 Bronze Film Sweet Foods.

What is the tagline of Cloetta “The Swedish Truck Drivers”?

“Swedens most popular candy - finally in Norway”

Sources for the credits and awards

The WorkThe Workweb.archive.orgweb.archive.org