By Mandar Natekar, co-founder & CEO NeuralGarage
Why the campaign rocks:
I love advertising that combines science and art in a way that you cannot distinguish between the two. One such film that has stayed with me is “The Epic Split” featuring Hollywood superstar Jean Claude Van Damme for Volvo Trucks. It is one of those rare occasions where the medium is elevated into genuine art. Volvo Trucks faced a unique challenge: How do you get consumers and influencers of a rather boring category to get talking about trucks and the unique technology that drives them? Their agency came up with the idea “The Epic Split,” in which Van Damme performs a split between two reversing trucks to demonstrate the stability and precision of Volvo’s dynamic steering.
This film blew everyone’s minds and was one of the most talked about advertising for years. It brought together the brand and its message, all held together by perfect casting. This is perhaps one of the most memorable ads ever when seen from the lens of the category it represents.
Campaign: The Epic Split
Brand: Volvo Trucks
Agency: Forsman & Bodenfors
— As told to Alokananda Chakraborty