SKF revives Greta Garbo for campaign promoting friction-free magnetic bearing technology
Swedish industrial company SKF has revived the image of iconic actress Greta Garbo using AI to promote its new generation of magnetic bearings that eliminate mechanical friction. The initiative marks a return to an early advertising strategy from over a century ago, when Garbo appeared in promotional material for Swedish industry, including SKF. The campaign highlights how approximately 20% of global energy consumption is used to overcome friction in industrial processes—a major sustainability challenge. To address this, SKF has developed levitating magnetic bearings that reduce energy loss and maintenance needs while increasing operational availability. The company also reintroduced a historical payment model from 1919 where clients could finance investments through the energy savings generated by their technology. SKF aims to lower investment barriers for next-generation energy-efficient solutions across sectors like data centers, cooling systems, and semiconductor manufacturing. This initiative was developed in collaboration with Garbo's family and Harriet Brown & Company Inc., ensuring responsible handling of her legacy.
Topics: AI energy efficiency magnetic bearings marketing campaign sustainability