Greta Garbo is back – starring in SKF’s initiative to overcome friction
Gothenburg, 30 September 2026: Greta Garbo returns to SKF. More than a century after her first campaign promoting SKF, one of the most iconic figures of our time is once again the face of the company. Using AI technology, Garbo has been recreated. This time, she’s drawing attention to groundbreaking magnetic bearings with the potential to entirely eliminate friction. At the same time, SKF is reintroducing a payment model pioneered by the company in 1919.
Before she became a global icon, Greta Garbo appeared in one of Swedish industry’s campaign films for an international audience, with