Why would an ad featuring 53-year old Jean-Claude Van Damme (JCVD) and Volvo get 30 million in 6 days? This is what happens when you bring together a martial arts action hero with the engineer behind Volvo’s new steering.
For those who do not know JCVD, he is a Belgian martial artist and director best known for his martial arts action films.
This new ad for Volvo involves JCVD carry out his famous split between two reversing trucks. It is claimed that this has never been done before. This live test was set up to demonstrate the precision and directional stability of Volvo Dynamic Steering — a world first technology that makes the new Volvo FM easier to drive.
The Director, Andreas Niison claims that it was filmed on a closed-off landing field at sunrise in one take
Watch the Ad after the cut and tell us what you think.