Atlas Copco’s campaign wows advertisers

Atlas Copco’s Underground Rock Excavation division has been nominated in two categories in Sweden’s most prestigious communication competition “100 wattaren.”

The hit campaign that is being recognized in the B2B and International categories is called “Simba S7 Trick Shot – Experience Game Changing Precision,” and it shows a Simba S7 performing the pool trick shot “Butterfly” in a mine underneath Stockholm.

According to a press release sent out by the Swede industrial manufacturer, the butterfly shot’s objective is to pocket six balls in six pockets with one stroke of the cue. The trick is very difficult to perform and requires a high level of precision.

The shot was recorded 42 meters below Atlas Copco’s headquarters and in one single take, to be able to show the authenticity of the performance.

“The winning concept is the combination of the long since developed control system RCS, the integrated angle instrument, and the automated software options,” Mikael Larslin, Product Manager for Simba S7, says in the statement.

Take a look at the ad: