Volvo Trucks Revives Its Gonzo Ad Stunts by Stacking 4 Trucks and Putting Its Exec on Top

Forsman & Bodenfors returns to form 7 years after 'Epic Split'

"The Tower" took more than a month to construct to ensure it was safe for the company's president to stand atop. Volvo Trucks

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.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."