The Epic Split by Jean-Claude Van Damme, Volvo Trcuks
This is a commercial by a Swedish transports manufacturing company, Volvo. In the video, the Belgian martial artist, Jean-Claude Van Damme (JCVD)steps on two reversing trucks and performs the dangerous split professionally. The advertisement wants to demonstrate the stability of the Volvo steering dynamic , the steering is so precise and steady. The company wants to use this as the selling point, therefore, they employed Van Damme as its ads spokesperson to perform the epic split, which has never been done before. This advertisement has raised a lot of noise since it was published in November 2013. And the view rate has now reached to more than 70 millions.
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.
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.
Check this out for fun!
Source :
1. http://youtu.be/M7FIvfx5J10
2.http://youtu.be/JMSbrFLBz64
3.http://youtu.be/EMlpiey20b8
1. http://youtu.be/M7FIvfx5J10
2.http://youtu.be/JMSbrFLBz64
3.http://youtu.be/EMlpiey20b8