Although Volvo has to battle the brand image that their cars are box-like, their stunt advertising campaign has increased desirability. They have used dramatic stunts—from a tightrope walker crossing between two speeding trucks to the division president dangling high above a Swedish port to Jean-Claude Van Damme’s epic splits—to both demonstrate its product quality and, with millions of video views, drive brand awareness across suburban drivers and highway truckers alike.

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