Volvo Trucks: The Epic Split
Volvo Trucks briefed Forsman & Bodenfors. The client wanted to dramatically demonstrate the precision and stability of their new Volvo Dynamic Steering technology for the Volvo FM. The challenge was to make this technical feature engaging and understandable for truck drivers and a broader audience. They needed a campaign to generate significant global buzz, proving the technology's real-world benefits in an unforgettable, viral way, ultimately driving interest in the Volvo FM.
Creative Idea
Volvo Trucks filmed Van Damme doing a split between two reversing trucks to show steering.
Volvo Trucks created an epic viral video featuring Jean-Claude Van Damme doing a perfect split between two reversing trucks to dramatically demonstrate the precision and stability of their new Volvo Dynamic Steering technology.
Creative Strategy Deconstructed
Company
Volvo Trucks developed Volvo Dynamic Steering, a world-first technology offering unprecedented directional stability and precision. They possessed the engineering confidence to perform high-risk 'Live Tests' that physically validated their product claims.
Category
Heavy truck marketing typically relies on dry technical specifications and functional B2B demonstrations targeted at fleet managers. It rarely attempts to capture the general public's imagination or use high-production, cinematic storytelling.
Customer
Truck drivers take immense pride in their precision and skill, often feeling their difficult profession is invisible to the public. They value 'seeing is believing' proof over corporate promises, demanding evidence of superior handling.
Culture
The early 2010s marked the peak of the 'epic' viral video era, combined with a nostalgic appreciation for 80s action icons. Audiences craved authentic, non-CGI spectacles that felt both meditative and dangerous.
Company
Volvo Trucks developed Volvo Dynamic Steering, a world-first technology offering unprecedented directional stability and precision. They possessed the engineering confidence to perform high-risk 'Live Tests' that physically validated their product claims.
Category
Heavy truck marketing typically relies on dry technical specifications and functional B2B demonstrations targeted at fleet managers. It rarely attempts to capture the general public's imagination or use high-production, cinematic storytelling.
Strategy:
Demonstrate technical precision through a high-stakes feat of human skill to transform B2B engineering into a cultural spectacle.
Customer
Truck drivers take immense pride in their precision and skill, often feeling their difficult profession is invisible to the public. They value 'seeing is believing' proof over corporate promises, demanding evidence of superior handling.
Culture
The early 2010s marked the peak of the 'epic' viral video era, combined with a nostalgic appreciation for 80s action icons. Audiences craved authentic, non-CGI spectacles that felt both meditative and dangerous.
Strategy:
Demonstrate technical precision through a high-stakes feat of human skill to transform B2B engineering into a cultural spectacle.
Strategy Technique
Dramatize the Invisible Benefit
The campaign dramatically showcased the often-unseen precision and stability of Volvo Dynamic Steering. It transformed a technical feature into an unforgettable, globally understood benefit.
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Creative Technique
Push It to the Limit
The campaign pushed Volvo Dynamic Steering to its absolute limits with a dangerous, precise stunt. This dramatically demonstrated the technology's stability and precision under extreme conditions.
Explore Technique
