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This is Jean-Claude Van Damme. In 2013, he drove the world crazy—but not because of his movies. His genius viral marketing stunt put Volvo on the map and is arguably the greatest ad of all time:🧵
In 2012, Volvo Trucks were facing a massive challenge: • They had almost no marketing budget. • They were stuck in a "boring" B2B industry. • They needed to launch 5 new trucks globally. But they had this one insight: ↓
"We quickly understood there are more people interested in trucks than just men in grey business suits." Instead of traditional ads, they chose a "viral marketing" campaign:
Volvo Trucks released "The Epic Split" featuring action star Van Damme. But this wasn't just an ad with a crystal clear message about Volvo's Dynamic Steering:
Choosing JCVD was a stroke of genius. • Precision • Strength • Resilience A relatable action hero who is emotionally appealing to Volvo's target audience: • Truck drivers • Fleet managers
The ad's narrative arc was a masterclass. It opens with JCVD waxing lyrical: "I've had my fair share of bumpy roads and heavy winds. That's what made me what I am today."
As the camera pans out, we see JCVD doing a split between two Volvo FM trucks. Backed by Enya's dreamy "Only Time," the tension builds as the trucks slowly reverse, forcing JCVD into a full split. One false move and he's toast.
The whole ad was captured in one take. No cuts, no CGI. Shot at dawn at an abandoned airport in Spain. Golden light. Artful angles. Super slow-mo.
But the real genius? Volvo conveyed its message without using boring jargon. JCVD's epic split = the stability and precision of Volvo Dynamic Steering. Watch Volvo's technician explain the stunt to JCVD:
Even better, the ad celebrated the often forgotten truck drivers. By putting an action icon in the driver's seat, Volvo made truckers feel like stars, too.
The ad's result was unreal. In 4 weeks, it racked up: • 75M+ YouTube views (most ever for an auto ad) • 6M+ social shares • 10M+ Google impressions • 10K+ editorial pieces Earning an est. €70 million in media value on a €100K media spend. 1000X+ ROI.
The campaign cut deep into Volvo's sales process: "Our salespeople use these videos as conversation starters. Sometimes customers bring up 'The Epic Split' before we do." 50% of truck buyers said the videos increased their chances of choosing Volvo.
So what can entrepreneurs, creators, and marketers learn from "The Epic Split"? • Get creative within limits. • Use emotion. Features tell, stories sell. • Tap into your audience's dreams and identities.
Final takeaway: Virality is the ultimate leverage in the 21st century. Master the art of psychology and persuasion, and the world is yours.
I love to study great marketing campaigns as I build my digital business. But I made my first $10k online as a ghostwriter. And this ultimately helped me escape my corporate job on Wall Street. Become a Premium Ghostwriter (for free) here: <a target="_blank" href="https://x.premiumghostwritingblueprint.com/?el=dickie_autoplug&htrafficsource=twitter_organic" color="blue">x.premiumghostwritingblueprint.com/?el=dickie_aut…</a>
Thanks for reading! If you enjoyed this, follow me @dickiebush for more on genius marketing & business tactics. Then, I'd appreciate it if you reposted the first post so we can share this famous ad with more people: <a target="_blank" href="https://x.com/dickiebush/status/1857056045329186835" color="blue">x.com/dickiebush/sta…</a>