Quick Summary
- Eye-popping visuals. Jean-Claude Van Damme’s perfect split between two moving Volvo trucks amazed audiences worldwide.
- Massive virality. The ad gained over 100 million YouTube views within weeks, becoming one of the most-watched automotive ads ever.
- Flawless brand alignment. It brilliantly showcased Volvo’s truck steering precision while reinforcing its reputation for stability and control.
When Volvo set out to demonstrate the precision of its dynamic steering system, the brand created a cinematic masterpiece. “The Epic Split” highlighted product performance in a way that felt bold, breathtaking, and unforgettable.
Here’s how this legendary campaign came together and why it remains a marketing milestone.
Background
By 2013, Volvo Trucks had built a reputation for durability and safety. The company wanted to highlight the precision and stability of its dynamic steering system, proving that its trucks offered more than just reliability.
Volvo’s marketing team partnered with Forsman & Bodenfors to develop a campaign that would showcase this technology in a way that felt innovative and compelling.
The result was a series of six “Live Test” videos, culminating in one of the most iconic automotive commercials of all time: “The Epic Split.”
“What you see is a body crafted to perfection . . .”
Campaign Overview
The setup
The ad opens with a close-up of Jean-Claude Van Damme, his face calm and meditative. As the camera pulls back, the viewer sees that he is standing on the side mirrors of two backward-moving Volvo FM trucks.
Then, as Enya’s “Only Time” plays, the trucks gradually back away and drift apart—stretching Van Damme into a perfect split.
The execution
- Single, continuous take. The entire scene was filmed in one take at sunrise on a closed-off airstrip in Spain.
- Minimal enhancements. The stunt was real, with Van Damme secured by an unseen harness for safety.
- Precision driving. The flexibility the stunt demanded was no stretch for Van Damme. The biggest challenge was the truck drivers maintaining perfect alignment while driving in reverse.
The result was a breathtaking visual metaphor for Volvo’s dynamic steering precision.
“. . . a pair of legs engineered to defy the laws of physics . . . ”
Key Success Factors
A mind-blowing stunt
Nothing captures attention like a high-stakes, visually stunning stunt. Volvo’s choice to feature a martial arts legend known for flexibility made the concept instantly credible.
- Van Damme’s reputation added authenticity. His history of performing the splits made the stunt feel natural.
- The unexpected factor created shareability. Seeing a world-famous action star perform a perfect split on moving trucks made viewers want to share it.
Emotional and cinematic appeal
- Slow, deliberate pacing built anticipation. The controlled movements of the trucks and Van Damme’s steady posture created a hypnotic effect.
- Music enhanced the emotional impact. Enya’s song added a serene, almost meditative quality, transforming a technical demonstration into a mesmerizing experience.
Built-in shareability
- A striking visual made it must-watch content. The simple yet powerful imagery stood out in social feeds and news coverage.
- Awe-inspiring execution encouraged organic sharing. Viewers wanted to show others something they had never seen before.
Seamless brand integration
The ad made Volvo’s steering system the core of the story. Every element of the campaign reinforced the product’s stability, control, and precision.
“ . . . and a mindset to master the most epic of splits.”
Innovative Elements
A bold departure from traditional truck ads
Instead of listing features, Volvo demonstrated its technology through an awe-inspiring real-world test. This approach moved beyond technical specs, making the campaign engaging for both truckers and general audiences.
The perfect ambassador
- Van Damme’s image aligned with the message. His flexibility and balance reflected the smoothness of Volvo’s steering system.
- Authenticity strengthened the impact. Because Van Damme was known for his splits, the stunt felt like a natural fit rather than a gimmick.
A universal concept
- Minimal dialogue ensured broad appeal. Viewers from around the world could instantly grasp the ad’s message.
- A visually driven story required no explanation. The split alone conveyed everything Volvo wanted to communicate about precision and control.
Impact and Results
Record-breaking engagement
- Over 100 million YouTube views. Within weeks, the ad became one of the most-watched automotive commercials ever.
- Massive social media traction. As of the latest data, the video has received close to 120 million views on YouTube. The ad’s visual impact led to millions of shares, comments, and discussions.
- Incredible ROI. The campaign was estimated to have generated approximately $170 million in revenue for Volvo at a production cost of only $3 million to $5 million.
A sample of reactions to the Volvo video.
Powerful brand lift
- Increased perception of innovation. Volvo Trucks became associated with cutting-edge technology and precision engineering.
- Stronger consumer interest. The campaign reached trucking professionals and everyday viewers, boosting Volvo’s appeal across multiple demographics.
Renewed recognition for Enya
Thirteen years after its debut, Enya’s “Only Time” returned to the Billboard Hot 100 at #43.
Industry recognition
- Multiple Cannes Lions awards. The campaign won Grand Prix awards in Film and Cyber categories.
- A new standard for automotive marketing. “The Epic Split” inspired other brands to create visually stunning product demonstrations.
Here’s a behind-the-scenes look at the making of the masterpiece. (Hint: No CGI, no camera tricks.)
The Making of “The Epic Split.”
Marketer Takeaways
- Show, don’t tell. Showing a product in action creates a stronger impact than listing features.
- Turn your product into the story. Volvo Trucks transformed a technical feature into a cinematic spectacle.
- Create something visually unforgettable. A striking image can make your campaign instantly shareable.
- Choose the right brand ambassador. Van Damme’s identity aligned perfectly with Volvo’s message of balance and precision.
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