Outside of the haulage industry, most people pay little attention to trucks. Yet over 85 million viewers watched Jean- Claude Van Damme perform “the most epic of splits” to demonstrate the precision and stability of Volvo’s Dynamic Steering. The campaign included other executions with lesser known people showcasing innovations, such as a lead Volvo technician confident enough to risk his life to explain the ground clearance accuracy of a new Volvo truck. The other ads didn’t get as much traction – not because they lacked Van Damme’s celebrity, but because the core idea was