The rules for great advertisements are really very simple. First Get Their Attention and then Give Them Something To Remember. We sum it up in “Tell A Great Story.” There is an ad that is creating a lot of buzz these days.
If you love martial arts and action movies, then you are without a doubt familiar with this legendary name that needs no introduction: Jean-Claude Van Damme.
If you are Volvo how would combine your truck product line and an action star. One who’s signature move is a wild leg split. Well they did and now have a commercial that has grown a great set of viral legs.
Here is the link to the YouTube version; http://youtu.be/M7FIvfx5J10
First, is it real? Here is a set-up video; http://youtu.be/Yatg89gi0nM
Van Damme, 53, was hooked to safety lines that aren’t visible in the film, and each foot is on a small platform that was built on the trucks’ side mirrors but, Van Damme actual did the split between the two moving trucks. Several days of rehearsals were needed to pull off this video. Several comments have been made that if it is faked there will be a backlash to the ad. Reminds me of the old saying… “As long as they are talking about you…”
As of this morning, November 18th 2013, the YouTube video has been viewed more than 24 million times. Reaching those current truck drivers and owners was a big part of the marketing strategy, says Volvo a spokesperson. Volvo scored big with this ad, but in reality, most marketers don't come close to garnering this type of digital attention. In using social media rather than a traditional TV ad, Volvo also hoped to boost brand awareness with young people who could be "future truck drivers."
The new dynamic steering system combines conventional hydraulic powered steering with an electric motor that is fitted to the truck’s steering gear. The electric motor receives 2000 signals per second from the truck’s on-board sensors, allowing for more precise steering, according to Vilhelmsson. He said the steering system offers a more relaxed and ergonomically designed experience for truck drivers.
When Volvo began planning the launch of five new trucks twelve months ago, the creative team adopted a strategy of producing YouTube films that would create attention, and inform and entertain audiences. That would pave the way for future advertising and sales campaigns in local markets.
In case you missed it Van Damme isn’t the first Volvo truck stunt and you may enjoy this one even more, take a look at; http://youtu.be/1zXwOoeGzys - The Ballerina Stunt
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