Van Damme + Big Trucks = Viral Masterpiece in Cannes
19-06-2014 (12:21) - Gastcolumn
Last night Volvo’s ‘Live Test’ rose to the top of Cannes’ Cyber category. No wonder the viral hit, featuring Jean-Claude Van Damme and his ‘Epic Split’ won a third Grand Prix in the Social category.
The worthy winner has been a favorite going into the festival. Ton Habraken, VFX Supervisor and Owner at creative production outfit The Ambassadors, commented: ‘It has all the right ingredients. It is smart, it has an interesting cast, it is relevant and it is very well executed. Not to forget, it delivers the message in an unmistakably clear way to an extremely large audience. It is a fine example of how modern advertising should be done.’
The spot is indeed a testament to modern advertising, it thinks big, it is a game-changer, it went viral and, needless to say, it is epic.
DDB & Tribal Worldwide, Amsterdam’s co-CEO Sandra Krstic shared her thoughts about the spot with The Drum, stating that ‘There’s something about Jean-Claude Van Damme and big trucks that resonates with me and makes me think about the beauty of risk taking in advertising.’
