Volvo has been aligning their truck brand with a series of stunt campaigns (think cranes and hamsters – but not in the same video). We were cynical about this one starring the Muscles from Brussels himself, Jean-Claude Van Damme. But… the verdict is in.
Respect. Brilliantly executed, and I have to say my jaw dropped for a moment or two there. This is worth a watch and proves that car advertising with truly excellent creative that is about the passion, style and soul that comes hand-in-hand with motoring is still being made. More please!
I’ve had my ups and downs. My fair share of bumpy roads and heavy winds. That’s what made me what I am today. Now I stand here before you. What you see is a body crafted to perfection. A pair of legs engineered to defy the laws of physics. And a mind-set to master the most epic of splits.
Three days of rehearsals culminated in the spot being filmed in one take, with only 15 minutes of morning light that would fit the brief. No wires, no CG, and some sensible safety precautions. I was a fan of JCVD from my teenage years, and have definitely decided I’m still a fan. Even though Volvo set the stunt up to ‘demonstrate the stability and precision of Volvo dynamic steering’ it has done much more. Consider me impressed.
Here is a behind the scenes video you might want to look at as well – and yes, the trucks were going backwards.