How Volvo Made Trucks Go Viral: The Power of a Single Focus

In 2013, Volvo Trucks faced a challenge. They had engineered a brilliant piece of technology — dynamic steering — which made their massive trucks more stable, more precise, and safer on the road. It was a game-changer for long-haul drivers and fleet owners.

But here was the problem: how do you market something so technical, so hidden inside a truck, to a broad audience? A steering system doesn’t exactly scream excitement. It’s not sexy. It’s not flashy. Yet it mattered deeply to Volvo’s core customers.

So instead of drowning people in technical specs, Volvo’s creative team asked: “What’s the one unforgettable way we can show this technology at work?”

The answer became legendary: The Epic Split.

Jean-Claude Van Damme, standing with one foot on each of two massive Volvo trucks, slowly performs a perfect split as the vehicles drive backward in unison. The trucks glide effortlessly, keeping balance and stability, while Enya’s haunting voice sings in the background.

It was simple. It was beautiful. And it was focused on one thing: proving Volvo’s steering precision.

The video went viral instantly — not just among truck buyers, but worldwide. Tens of millions watched. People who would never buy a truck still talked about Volvo. Suddenly, a B2B brand was competing with Nike and Apple for cultural relevance.

The genius wasn’t the stunt itself. It was the discipline of focus. The campaign didn’t try to say everything. It didn’t talk about fuel efficiency, design, or pricing. It showed one product feature — in the most unforgettable way possible.

And it worked. Volvo Trucks reported sales growth, stronger brand recognition, and an emotional halo that carried far beyond the trucking industry. The Epic Split became one of the most awarded B2B campaigns ever created.

The lesson for marketers: When your message feels complex, don’t try to explain everything. Find the single most important truth, and bring it to life in a way people can’t ignore. Focus is what turns a feature into a story, and a story into a movement.

Many marketing managers struggle with complexity — multiple products, endless features, different customer needs.

But when you focus on one clear story, told in the most powerful way possible, you cut through the noise. Just like Volvo did with a truck feature that no one thought could be exciting.

If you’d like to sharpen your digital marketing focus, reach out.