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Volvo – The Epic Split

A key specification for high-end trucks is steering capability, but truck buyers don’t often make an objective purchase decision based on features alone; they take into account emotional factors and the opinions of others. Volvo wanted there to be no doubt in public perception about the stability and precision of steering in their trucks, so they created a range of ads, including one evocative piece of cinematography showing Jean Claude Van Damme doing his famous splits in between two reversing trucks.

The entire campaign resulted in over 100 million views on YouTube and an 1870% increase in subscribers. It as shared 8 million times and led to a 46% increase in consideration among truck buyers.