Volvo Taps 3-Year-Old To Set Guinness Record For World’s Largest Unboxing Video

Unboxing videos are all the rage on YouTube, and now Volvo Trucks North America has seized the moment to drum up some branded buzz.

The automotive company has set a Guinness World Record for the largest unboxing video ever in a promotional bid for its new Volvo VNL truck series. The company collaborated with a three-year-old big rig devotee named Joel Jovine — who isn’t a YouTube star in the vein of Ryan Toys Review, but is pretty adorable nonetheless. After unwrapping the truck from a cardboard box measuring 80 feet long by 14 feet wide by 18 feet tall, Jovine hops inside to inspect the interior, where a fridge is filled with sippy cups.

Check out the video, which was filmed on May 12 in North Carolina and posted to the Volvo Trucks USA YouTube channel

Guinness determines the unboxing World Record according to the size of the object being unboxed (the truck measures 72 feet in length). The box had to completely encapsulate the truck, and needed to be opened manually without any tools. The box also had to be composed of traditional box materials like cardboard and cellophane — though internal reinforcement was permitted, according to Volvo. The feat was supervised by Guinness adjudicator Michael Empric.

Volvo is no stranger to viral stunts. The company’s 2013 Epic Split video, in which the actor Jean-Claude Van Damme attempted his famed splits while lodged between two moving Volvo FM trucks, currently counts a whopping 86 million views.