Volvo has turned a product demonstration into a viral smash with a little help from the actor Jean-Claude Van Damme and the singer Enya. Forsman & Bodenfors created the spot, in which Van Damme straddles two reversing trucks and then performs the splits as the vehicles part. He also narrates the ad as Enya’s Only Time plays in the background. The ad highlights the trucks’ stability (although the stunt was performed live, Van Damme was wearing a harness throughout). The work was written by Björn Engström and Martin Ringqvist, art directed by Anders Eklind and Sophia Lindholm, and directed by Andreas Nilsson through Folke.

This article was first published on Campaign Work


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