This is already being hailed as, “Hands down, the most successful commercial of 2013“!
The premise is simple – to demonstrate the steering precision and directional stability of Volvo trucks, they got the “Muscles from Brussels” to perform one of his famous splits while standing on the front mirrors between two trucks. The result – an epic split over 70 seconds featuring a clear, single concept; great execution; and an unexpected punch line.
Right now, as I write this, the video has already garnered 5.7 million views (and still climbing!) since it was published just under two days ago.
As a bonus, I was wondering what it must have been like to pitch the idea to Van Damme – this video answers it. Van Damme’s look from 0:00:28-0:00:30 says it all! 🙂