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The advertisement features their then-latest Volvo trucks launched with upgraded world-class features. Traditional automobile companies like Volvo use mainstream advertising strategies and media platforms to advertise their products used by heavy industries and cater to a specific and lucrative market. However, since the category of products that Volvo offers is a long-term investment, customers would only opt to purchase the best in the class. So, Volvo took a new approach to bring their then sought-after latest features to the world creatively and engagingly.
The main focus of the advertisement is the dynamic steering feature, which is a visual representation through the means of storytelling. They designed the ad to tell the story of resilience by the protagonist, which also implies the brand itself. These stories resonated with real-life scenarios and examples through the artist's life in the advertisement, Jean-Claude Van Damme. Jean-Claude, a trained martial artist, is used as an element of a real-life stunt to prove the vehicle's stability.
The advertisement starts with a monologue in which the protagonist reminisces about past struggles and what led him to be where he is today. However, the ad's main highlight is the comparison of the human body to the truck itself. Just as the years of rigorous and dedicated training gave Jean-Claude's body the ability to be agile and stable, so has Volvo worked overtime to develop a top-notch dynamic steering system designed meticulously to ensure smooth driving capabilities and synchronized motion.
The live test involving the artist portrays the level of supremacy and confidence that the brand has in its product and conveys the same to the audience and viewers. The risk involved in such an act is enormous; hence, the success of the same adds more value and surety to the outcome. Furthermore, the level of precision of the technology used by the truck is well portrayed in the given advertisement, which creates more curiosity in the viewers.
Another vital element is the emotional influence of the advertisement, which was incorporated into the product. Volvo recognizes that the vehicle is like a partner for life to the driver. Hence, the emotional bond that it creates is unique. Thus, it inspired the storyline and was used to communicate to the audience.
The element of music, which is also an exciting factor, must be noticed. It refers to a person's journey and how their choices can make a difference, as time stands witness to all. Thus, the creators of the advertisement are trying to bring the feel of a personal and emotional experience between the user and the truck, transcending all boundaries. As a result, Volvo has created a visual experience for those who watch them, leaving them in awe. Breaking away from the traditional vehicle advertisement concepts, Volvo has been able to leave a mark like no other.