Volvo Trucks' "Live Test Series" campaign by Forsman & Bodenfors has won the Creative Effectiveness Grand Prix winner at the Cannes Lions International Festival of Creativity.
The campaign adds the prize to the two Grand Prix it won last year in 2014, for Cyber and or Film. Read more about the jury's decision over at AdAge.com.
Jean-Claude Van Damme is in a pretty retrospective mood at the start of Volvo Truck's latest live test by Forsman & Bodenfors.
Directed by Andreas Nilsson, this latest spot demonstrates the precision and directional stability of Volvo's dynamic steering. It begins, like with the brand's first live test, with a close up shot of the action hero, as he speaks of his perfect body, and his legs, which were engineered to "defy the laws of physics." Then, the camera pans out, revealing the actor to be in the strangest and most awesome of positions. Enya's "Only Time," which is generally a pretty annoying track, is the perfect choice for that moment.
The ad was filmed in Spain, on a landing field, in one take, and might be the best of Volvo's live tests, which have included a hamster steering a truck, and a vehicle trying to outrun some bulls.
The campaign took one of three cyber Grand Prix along with Pharrell's 24 hours of Happy and Chipotle's 'The Scarecrow' and on Saturday went on to win its second top prize in Film. Read more about the Cyber win and Film honor on Adage.com.
For more of the goings on at Cannes, tune into Creativity's "The Best of Cannes."