Jean-Claude Van Damme Demos Volvo in a Most Epic Way
Volvo’s killing it lately with its product demos, the most notable of late being the one in which its CEO tests a hook 20 metres over a harbour. But this one, where Jean-Claude Van Damme tests Volvo trucks’ stability and Dynamic Steering System, takes all the cake.
The demo was taken in one shot, with invisible safety lines in case Van Damme suffered leg cramps and fell to his roadside doom. There were also foot supports to ensure he wouldn’t slip between the two trucks. But still. Does anything beat Van Damme doing the splits between two moving vehicles? No. This product demo kills all the product demos that have ever been done in the known universe.
"Our first Sponsored Post was an animated GIF from the movie The Red Balloon. Yes, we chose an image from a movie in our collection, but the real goal was to trigger an emotional reaction." – Ben Collins, Editor, Hulu
Challenge: Design a Sponsored Post to promote the Criterion Collection, which is usually available only to paid subscribers, but was made available to all users for one weekend.
Approach: Hulu created an animated GIF from this iconic scene in The Red Balloon for a Sponsored Post in Radar. They selected an uplifting and attention-grabbing GIF, and included a clear call-to-action in the caption that motivated users to subscribe before access to the Collection disappeared.
Result: In 24 hours, the Sponsored Post got more than 600K earned impressions on top of 2.9M paid impressions and earned more than 53K Notes. That activity drove a 20% increase in referrals to Hulu.com from Tumblr, and 40% more conversions than their display ad average. Since February, the post has earned 290K Notes and has been seen more than 16M times, making it one of the most popular posts of all time.
So funny but the call to action is strong. This is one of those ads that comes off of the page and into daily life as guys use it to tease their mates about not coming out with the boys. Like David Ogilvy said, “The best ideas come as jokes.”
This is yet another lovely idea for Dove, and it’s highly interactive in spite of the fact that it’s a print ad.
Dove’s ability to hit it out of the park again and again owes everything to the strength of its core idea: Women deserve to feel better about themselves. Please note that strong core ideas have nothing to do with products, and everything to do with people.
Advertising Agency: TORKE+CC, Lisbon, Portugal Creative directors: André Rabanéa, Hugo Tornelo, Pedro Alegria Art directors: Daniel Machado, João Pereira, Rui Pica and Rui Santos Copywriters Nuno Trindade, Zeynep Rabanéa Planners: Diogo Teixeira, Mariana Figueiredo, Frederico Ferreira Producer: Soraia Silva