Saturday, November 16, 2013

Truck Commercial

I saw a real television commercial today where Jean Claude Van Damme does the splits between two Volvo trucks that are driving backwards and slowly separating. Music by Enya plays in the background. I watched the commercial four times. It's difficult for me to put to words what I was seeing, as the commercial confounded me on so many levels. What was being sold? Why was Jean Claude Van Damme there? And why was he doing the splits between trucks? Is this a truck commercial? Is there some kind of affinity for Jean Claude Van Damme among truckers? Perhaps, I reasoned, this is a whole new thing in advertising: making the most absurd commercial you can image so that people will talk about it. If so, Volvo is way out in front of this trend. If I needed to buy an 18-wheeler truck, it would be one of theirs.

1 comment:

  1. Haha, I thought the exact same thing? The video was a complete non-sequitor. Why were the trucks going in reverse? Why was Van Damme there? Really bizarre.