The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec


By Jessica Davies | News Editor

December 11, 2013 | 2 min read

Volvo Trucks’ ‘Epic split’ online video starring Jean Claude Van Damme, has topped 59 million views on YouTube and tripled the brand’s subscriber base on the platform.

The video, which was released exclusively on YouTube on 14 November, clocked up 6.5 million views on the first day, and saw a peak of seven million views on one day. The launch of the film sparked social media buzz of platforms including Facebook, Twitter and Reddit, where it was shared 32,000 times online.

Meanwhile the video generated 10 million impressions on Google.

PR director for the Volvo Trucks brand Per Nilsson said: "The Epic Split’ is an example of multi-level storytelling. There is the story of Volvo Trucks, the story of actor Jean-Claude van Damme and the story of the commercial and its creation. All emphasized by the emotional music of artist Enya.

"This complements the story of the precision and stability of Volvo Dynamic Steering that makes it possible for Van Damme to do a split while the new Volvo FM trucks reverse.

”People pick up on and start to talk about all these stories. The more emotions and reactions the film evokes, the more conversations are started, which makes the film spread and we reach out with our message effectively and in a spectacular way,”

Volvo worked closely with AOL Networks on the strategy behind the Epic Split video, and the previous five online videos it has launched as part of its digital strategy.

More on the strategy and vision behind the partnership will be published on The Drum shortly.

Jean Claude Van Damme Epic Splits Volvo

Content created with:


Volvo Cars is a Swedish vehicle manufacturer established in 1927 and headquartered on Hisingen, in Gothenburg.

Find out more

More from Jean Claude Van Damme

View all