Greta Garbo Returns to Screen as Face of SKF's Frictionless Future

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.

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.