The campaign marks a dual revival for the Gothenburg-based manufacturer. Beyond the digital return of Garbo, SKF is reintroducing a 1919 business model that allows customers to finance new technology through the energy savings it generates. CEO Rickard Gustafson noted that while the magnetic bearings offer a technical solution to the 20 percent of global energy lost to friction, the company must also lower financial barriers to ensure widespread adoption.
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Greta Garbo Returns to Screen as Face of SKF's Frictionless Future
More than a century after her debut in a Swedish industrial campaign, Greta Garbo is returning to the screen for SKF. The company is leveraging AI to resurrect the iconic actress to promote its latest magnetic bearings, a technology designed to eliminate friction in energy-intensive global operations.
SKF’s magnetic bearings function by suspending rotating shafts in a magnetic field, effectively removing physical contact. This approach is intended for high-demand sectors such as data centers, cooling systems, and semiconductor manufacturing. By pairing this hardware with AI-driven monitoring, the firm aims to reduce maintenance needs while boosting operational efficiency. Developed in collaboration with the Garbo family and Harriet Brown & Company Inc., the initiative seeks to bridge the gap between historical legacy and modern sustainability demands.
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