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In 2013, Volvo Trucks set a new bar for b-to-b advertising with “Epic Split,” in which Jean-Claude Van Damme straddled two of the company’s semitrailers to the tune of Enya’s “Only Time.” The ad was a mainstream mega hit—viewed more than 96 million times on YouTube since its launch—and an ad industry favorite, taking home the Film Grand Prix at the Cannes Lions.
But after a few fun follow-ups (including Adweek 2017 Arc Awards winner “Look Who’s Driving”), Volvo Trucks and agency Forsman & Bodenfors moved in a new direction, dialing back the theatrics to focus on building more of a direct connection with commercial drivers.
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