Volvo Trucks stages a bold stunt: Jean-Claude Van Damme performs a slow-motion split between two reversing trucks. Set to Enya’s Only Time, the ad is filmed in one take at sunrise on an empty runway. It highlights the stability and precision of Volvo’s dynamic steering system with poetic drama and technical control.
The Formula (That Works at Any Budget)
Spectacle + Real Product Demo = Maximum Impact
This isn’t CGI. Van Damme’s split is real—and the trucks really do reverse in perfect sync. It’s more than a stunt—it’s a product feature in action.
→ Lesson: A jaw-dropping visual combined with a real demo can stick in viewers’ minds for years.
Star Power + Authenticity = Credible Storytelling
Van Damme isn’t acting. He’s really doing what he’s famous for. That authenticity boosts viewer trust—and shares.
→ Lesson: If you use a celebrity, use them for what they’re truly known for.
No Words + Strong Imagery = Global Reach
There’s almost no dialogue. Just visuals, music, and movement. That makes it universally understandable.
→ Lesson: Visual storytelling travels further than words alone—especially for international audiences.
Humor Breakdown
It’s subtle, but it’s there. The intense voiceover, paired with the surreal image of Van Damme balancing between two moving trucks, adds ironic humor. It’s so serious, it’s funny—and that tension keeps viewers hooked.
→ Lesson: Deadpan delivery and contrast can make even serious ads memorable through irony.
Final Verdict
Volvo’s “Epic Split” is more than a stunt—it’s a perfectly executed metaphor for precision and control. By blending spectacle, celebrity, and product truth, the ad became an instant classic that’s still referenced years later.
BRAVE-o-meter Score:
B-9 | R-9 | A-10 | V-9 | E-9
BRAVE – 9.2/10
Learn more about Volvo Trucks:
Website: volvotrucks.com
LinkedIn: Volvo Trucks on LinkedIn
