In the video, JCVD seems to be so calm and peaceful, he shows hundred percent of confidence and belief in the moving trucks. But at the beginning of the video, at your first glance, can you recognize what is he actually standing on or what the ads is going to tell you? I assume that not much people will notice JCVD is standing between two reversing trucks, because i am one of the case. It is because the epic split is completely out of our expectation, audience tends to have amazement. It may not be able to show its purpose at the beginning, but people are curious to find out its aim, and raise their interest . Therefore, I think this is an successful advertisement to achieve its goal.
This advertisement has caused a lot of controversies, some people said that JCVD, as a famous actor, should go to make Hollywood movies instead of doing this stupid split between two trucks. Some youtube user even tease this ads and making the following creative and edited version.