By Claudette Reyes

“I’ve had my ups and downs, my fair share of bumpy roads and heavy winds. That is what made me what I am today.”

These powerful words are from Jean-Claude Van Damme in the new Volvo commercial. Jean-Claude Van Damme is a Belgian martial artist, actor, and director best known for his martial arts action films. Lately he has paired up with Volvo to help promote the stability and precision of Volvo Dynamic steering.

The new commercial begins with a close up on Van Damme’s face where he has his eyes closed and hands crossed. Then the quote I mentioned at the beginning plays. As the camera pulls away, Van Damme is seen standing on the rear-view mirrors of two side-by-side trucks. The trucks are moving backward on an empty chunk of highway. Van Damme says he has “a pair of legs engineered to defy the laws of physics, and a mind-set to master the most epic of splits.”

Right as he says this, the two trucks slowly move apart as they travel in reverse, with Van Damme’s legs spreading with them. And lo and behold, Van Damme successfully completes a most epic split.  I don’t understand how he can be so calm and collected as two trucks are holding his splitting legs. Volvo did an excellent job demonstrating their stability.

This is what companies need to do in order to get their products out in the open. Be creative and use every resource possible. Volvo knew how flexible Jean-Claude Van Damme was and put it to use. This commercial is very inspiring and powerful. The background music had a big part as well. The song that was used was “Only Time” by Enya. It’s a very slow, yet powerful uplifting song that fits perfectly with this commercial. But remember, don’t try these splits at home.



Written by Ad Buzz

The American Advertising Federation Illinois Chapter brings to you Ad Buzz, a blog dedicated to all things advertising related, from our favorite campaigns to trends going on in the industry.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s