Volvo - Epic Split

When The Epic Split premiered in November 2013, it instantly became one of the most memorable automotive commercials in history. The spot features Jean-Claude Van Damme performing his signature full split between two Volvo FM trucks as they glide backwards along a deserted runway at sunrise — an image so stark and surreal it felt almost mythical. Yet behind this moment of cinematic elegance lies a story rooted in engineering ambition, meticulous planning, and bold creative thinking.

The idea didn’t originate in a boardroom but among Volvo’s own engineers. While testing the company’s new third-generation FM trucks, one engineer reportedly mentioned that thanks to Volvo Dynamic Steering - a breakthrough system designed to give trucks far greater stability and precision - he could reverse a truck and trailer at high speed while maintaining perfect control. That comment sparked the imagination of the creative team at Forsman & Bodenfors, who set out to find a visual demonstration as extraordinary as the technology itself. Their solution: let Van Damme, the king of controlled movement, prove it.

The stunt was filmed in a single take at the former Ciudad Real International Airport in Spain. Shot during the brief golden window at sunrise, the location provided both the long, empty runway the team needed and the dramatic light that gives the finished film its almost meditative quality. Safety, of course, was paramount. Van Damme was secured with nearly invisible wires, later removed in post-production, and he stood on discreet platforms mounted behind each truck’s side mirrors. The trucks themselves moved backwards at a steady 25 km/h, piloted by expert drivers who rehearsed the choreography repeatedly before the star even stepped into place.

Capturing the moment was a feat in its own right. A camera car equipped with an Arri Alexa tracked the action in one smooth, continuous movement, echoing the precision of the trucks themselves. The result was a shot that slowly unfolds: the camera glides back, the sunrise intensifies, and Van Damme eases into a perfect, widening split - all with the serene strains of Enya’s Only Time heightening the emotional impact.

What emerged was more than a technical demonstration. It was a piece of visual poetry - a minimalist, breathtaking image that spoke to both power and control. Viewers felt it. The ad went viral within days, amassing tens of millions of views and becoming an instant cultural phenomenon. It inspired countless parodies, homages, and think-pieces, proving that even a commercial about truck steering could capture the world’s imagination when executed with audacity and clarity.

Marketing analysts later described it as a master class in “shareable, emotional, feature-driven advertising.” It fused the cold precision of engineering with the warmth of human performance and cinematic storytelling, elevating a utility product into a moment of art. And behind it all was a simple idea: show, don’t tell - and show it in a way no one will ever forget.