Volvo Trucks Wins Ad of the Year for Van Damme Split Stunt
Volvo Trucks' online video featuring Jean-Claude Van Damme's epic split between two moving lorries has taken the top prize at the One Show Auto Advertising Awards.
Volvo Trucks secured the prestigious Ad of the Year award at the One Show Auto Advertising Awards, thanks to its widely acclaimed online video featuring Jean-Claude Van Damme performing a split between two reversing Volvo FH trucks. The announcement was made during the North American International Auto Show in Detroit in January 2015, bringing further recognition to a campaign that had already captured the public’s imagination across the globe.
Volvo Trucks Wins Ad of the Year for Viral Van Damme Stunt
The Making of a Viral Sensation
The Van Damme stunt video was released online in late 2013 as part of Volvo Trucks’ efforts to showcase the precision and stability of its dynamic steering system. In the video, the two gold-coloured trucks reverse in perfect unison, allowing Van Damme to hold his iconic split pose between their mirrors as the sun sets behind them. This daring display was designed to highlight the engineering prowess of Volvo’s technology, demonstrating how the trucks could be controlled with extraordinary accuracy even in challenging conditions.
The advert rapidly went viral, amassing millions of views on YouTube and being shared widely across social media platforms. Its blend of spectacle, celebrity involvement, and technical authenticity drew attention not only from industry insiders but also from a much broader audience. The campaign received extensive coverage in traditional media as well, cementing its place as one of the most memorable automotive advertisements in recent years.
Recognition at the One Show Auto Advertising Awards
In response to the changing landscape of automotive advertising, the One Show judges introduced a new category for online video. This move reflected the growing influence of digital campaigns and the importance of reaching audiences beyond conventional television and print media. Volvo’s Van Damme stunt was recognised as a standout entry, praised for its technical execution, creativity, and ability to engage a global audience.
According to the organisers, the combination of a dramatic stunt, celebrity appeal, and a clear demonstration of engineering set a new benchmark for automotive advertising. The campaign’s global reach and lasting impact were key factors in Volvo Trucks receiving the top honour in this newly established category.
Competition from Audi, Toyota, and Hyundai
The online video category was not the only area where creative approaches were recognised. In the broadcast segment, the awards panel faced a deadlock and ultimately named three winners: Audi’s “Scripted Life” for the Q3 SUV, Toyota’s “Unbreakable” Hilux campaign from Australia, and Hyundai’s “Dad’s 6th Sense” Super Bowl advert. Each of these adverts used humour or drama to reinforce their brand messages, resonating with audiences in different ways. However, none matched the viral reach or technical ambition of Volvo’s Van Damme stunt.
- Audi Q3, “Scripted Life”
- Toyota Hilux, “Unbreakable”
- Hyundai, “Dad’s 6th Sense”
The inclusion of multiple winners in the broadcast category highlighted the diversity and creativity present in automotive advertising at the time. While each campaign found its own way to connect with viewers, Volvo’s online entry was notable for how it leveraged digital platforms to achieve unprecedented visibility.
Impact on Volvo Trucks and the Industry
For Volvo Trucks, receiving the Ad of the Year award underscored the effectiveness of digital-first marketing strategies. The Van Damme video not only raised awareness of Volvo’s technical innovations but also sparked conversations about the creative possibilities within commercial vehicle advertising. The success of the campaign has since been cited by marketing professionals as a reference point for brands aiming to make a significant impact online.
The campaign’s influence extended beyond Volvo, encouraging other automotive brands to experiment with bold, visually striking concepts and to prioritise digital channels for their marketing efforts. The Van Damme split video demonstrated that even commercial vehicles could capture the imagination of a mainstream audience when presented in a compelling and authentic way.
Legacy of the Van Damme Stunt
The ongoing recognition for Volvo Trucks’ campaign demonstrates how a well-executed idea, rooted in the product’s actual capabilities, can resonate worldwide. The Van Damme stunt remains a memorable example of how creativity, technical skill, and the right use of digital media can elevate an advertisement far beyond its initial audience, setting new expectations for what is possible in automotive marketing.
