Hats off to Volvo for another outrageous, epic viral video. If you haven’t see this video you are missing out!

With nearly 7.7 million YouTube hits, the publicity surrounding Volvo’s latest video featuring Claude Van Damme, aka “Muscles from Brussels”, is definitely a hit. However…are the plethora of views on YouTube actually going to help the company? Marketing experts say “Absolutely!”.

In Volvo’s case, the extensive publicity surrounding the new Van Damme ad, will not only increase the value of Volvo’s brand but it will also increase truck sales. Unfortunately, not all viral videos are this lucky. Some companies try so hard to create an astonishing video in the hopes that it goes viral but they forget to relate the content to their brand. Without the connection between the content and the brand, people will remember and talk about the outrageous stunt but they will forget to recall the company that made it.

Volvo scored BIG with this ad. Advertising columnists Barbara Lippert says “This is completely unique. It’s an incredible human way to show the equilibrium of the steering of the truck”, adding that “anyone who knows anyone who drives a truck or owns a truck will mention it to them. People love this stuff.” Also by using social media rather than a traditional TV ad, Volvo is able to increase brand awareness of younger demographics who could be potential truck drivers some day.

The idea to illustrate the precision of Volvo Dynamic Steering with 53-year-old Van Damme doing an epic split was perfectly on point. Well done, Volvo. Well done.