The video shows two global 'institutions' that one wouldn't necessarily associate with each other. Both at the top of their games performing something quite remarkable. Arguably Volvo trucks are riding on the resurgence of Van Damme (particularly in the UK) after a succession of very popular TV ads, most notably with Coors lager. Everything about the video fits extremely well, the opening scene and ambiguous voice over at the beginning. The music, Only Time by Enya, when the camera pans away. The jaw-droppingly unbelievable nature of the splits, especially when one can see that the trucks are in fact reversing.
The video received 8 million views after two days and to date has received over 60 million. Not quite sure if the video will have a massive affect on the sale of this type of truck but it will certainly get people talking about the trucks and their dynamic steering. So it will undoubtedly raise the profile of Volvo trucks.
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