Volvo’s Dynamic Steering
How do you get people worldwide to talk about trucks? And how do you get truckers interested in driving them?
For Volvo Trucks, the answer was: think big. So in the series of viral films it created testing new features, the “Live Tests” involved were bold and became one of the hottest contenders for honours at Cannes Lions 2014 – quite literally: epic.
Volvo’s “Epic Split” campaign is a remarkable example of innovative advertising that combines daring performance, technical prowess, and brand messaging in a highly memorable way. Launched in 2013, the campaign featured action movie star Jean-Claude Van Damme performing an astonishing split between two moving Volvo trucks. Set to the haunting tune of Enya’s “Only Time,” the ad begins with a close-up of Van Damme’s intense gaze before zooming out to reveal him standing with one foot on each truck’s side mirror. As the trucks slowly reverse, they gradually move apart, allowing Van Damme to perform his signature split with remarkable precision and grace.
The “Epic Split” campaign was designed to highlight the stability and precision of Volvo’s Dynamic Steering system, which ensures smooth and exact handling of their trucks even in challenging situations. By showcasing such an extraordinary stunt, Volvo effectively demonstrated the reliability and advanced technology of their vehicles in a visually stunning and unforgettable manner. The ad’s simplicity and elegance, combined with the sheer audacity of the stunt, captured the attention of a global audience, quickly becoming a viral sensation.
The success of the “Epic Split” campaign can be attributed to several key factors. First, the use of a well-known and respected figure like Jean-Claude Van Damme added a layer of credibility and intrigue. His reputation for physical prowess and martial arts expertise made the stunt both believable and impressive. Second, the cinematic quality of the ad, with its smooth camera work and serene music, created a dramatic contrast to the intense physical feat being performed, enhancing its emotional impact.
Moreover, the campaign’s underlying message of precision and stability resonated deeply with both current and potential customers. It not only reinforced Volvo’s reputation for engineering excellence but also positioned the brand as a leader in innovative automotive technology. The “Epic Split” ad went on to win numerous awards and accolades in the advertising industry, solidifying its place as one of the most iconic and effective automotive advertisements of all time.