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  • Video: Volvo Stages Own Running of the Bulls To Demonstrate New FL Truck

Video: Volvo Stages Own Running of the Bulls To Demonstrate New FL Truck

Publicity Stunt Pays Homage to Centuries-Old Spanish Tradition

Alex Nishimoto
Oct 11, 2013
Spain has many iconic cultural traditions, including paella, the Osborne Bull, the Sagrada Familia Cathedral, the Prado museum, and, of course, the world-famous Running of the Bulls as part of the San Fermin festival in Pamplona. Volvo is proud of the engineering it put into its new FL trucks, and to demonstrate the big rig's agility, it staged its own version of the iconic run in Ciudad Rodrigo in the region of Salamanca, a province bordering Portugal in the west of Spain.
Naturally, the entire stunt was videotaped and supplemented by some GoPro footage among the participants. The video starts up with a temporary painting of a Volvo FL bright red, just the traditional color to arouse bulls, although bulls are known to be color-blind. But the sound and size of an aggressively-driven big-rig will get their attention, and the FL certainly did, as it was adeptly driven through the narrow streets of Ciudad Rodrigo, even getting a little oversteer action through some of the corners.
As at the San Fermin festival, the participants tried their best to escape the bull's horns, with some of them jumping into the rear bed of the FL. You can watch the video below, appropriately set to the song "Wooly Bully."

Source: Volvo via YouTube

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