Scania has launched a new global brand campaign titled “It’s Just Special”, a cinematic and emotional tribute to the pride, connection, and belonging felt by those who drive and work with the iconic brand.
At the heart of the campaign is a short film about two brothers waiting in the desert for something they can’t quite explain — a story that unfolds to a haunting cover of Avicii’s Hey Brother, performed by Bryan Adams. It’s a powerful narrative that captures the in-between moments of life on the road and the bond shared by those who drive a Scania.
Rather than promoting product features or performance figures, It’s Just Special taps into something deeper — a shared emotion that resonates across generations of drivers and fleets. It’s about the quiet satisfaction at the end of a long haul, the pride of ownership, and the mutual understanding that comes from a nod between two strangers at a rest stop.
Patrik Thärnå, Head of Marketing Communications at Scania, said the campaign reflects the unique sense of identity among Scania owners and operators.
“There’s a feeling that’s hard to describe, but unmistakable to those who’ve experienced it,” he said. “It’s in the way drivers talk, in the pride they take in every journey. With this campaign, we wanted to capture that feeling and reflect it to the people who already carry it with them.”
The film blends story, soundtrack, and stillness — evoking a sense of timelessness that mirrors the enduring reputation Scania has built within the transport industry. It portrays driving not simply as a profession but as an expression of who you are.
Rolling out globally this week, the campaign will feature across YouTube, Meta, TikTok, and LinkedIn, as well as connected TV and influencer channels. Beyond the hero film, Scania will extend the narrative through behind-the-scenes content, customer testimonials, and stories from its driver community — highlighting the human side of heavy transport.
For fleet operators, the message reinforces Scania’s long-standing commitment to the people behind the wheel. Whether in long-haul, construction, or distribution, the emotional connection between driver and vehicle is central to productivity, safety, and loyalty.
By leaning into this shared sense of purpose, It’s Just Special moves beyond brand recognition — it becomes a celebration of the culture that keeps the world moving.
