Volvo Trucks has a reputation for using clever advertising to promote its products. Remember this?
Lorries aren’t that interesting to the vast majority of people, but that hasn’t stopped Volvo from doing its best to persuade us differently. And a quick visit to Volvo Trucks’ YouTube channel is all the persuasion you’ll ever need that actually, DSG gearboxes and dynamic steering are pretty cool. Though they are helped considerably by the inclusion of hamsters, ballerinas, rampaging bulls, Tiff Needell, buried technicians… and, of course, ‘the muscles from Brussels’.
Volvo’s efforts have now been recognised as it has won the title of ‘Advertiser of the Year’ at the annual Eurobest event, which celebrates the best advertising and creative communications from across the region over the previous year. In the 2014 ceremony, the truck maker picked up a grand total of six awards, but it was ‘The Epic Split’ campaign that took the ultimate crown.
To be honest, you can’t really argue with the decision. Any brand that can get Jean-Claude Van Damme to stand astride two speeding lorries, in reverse, which gradually diverge leaving him no option but to perform the splits deserves an award. Perhaps ‘the coolest thing ever’ award, even. Not to mention the 76+ million YouTube hits.
It’d be rude not to post it again, so here it is in all its glory.