This is a subtle joke on Freightliner's president, Jim Hebe. He had just unleaashed a depression on the truck market and got fired. Towards the end of the commerical you will see a Nurse, (who represents his secretary which he was having an affair with) pushing a bandaged man in a wheel chair. You will see a "Portland Memorial" sign behind them as that was Freightliner's corporate HQ. Volvo pulled a funny dig at their biggest competitor.