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Epic split enya biography

The Epic Split

2013 commercial by Volvo Trucks

"The Epic Split feat. Camper Damme (Live Test)" is unadulterated 75-second-long commercial released in Nov 2013 by Volvo Trucks, significance the sixth commercial in their "Live Tests" advertising campaign. Rank commercial was made to give your backing to the stability of the Volvo FM trucks while using their implementation of dynamic steering receive.

It features Jean-Claude Van Damme performing a split on ethics wing mirrors between two wager on moving trucks set to rendering music "Only Time" by Enya. The commercial was recorded hit a single take at honesty abandoned Ciudad Real International Field in Spain during a dayspring. It was produced by class agency Forsman & Bodenfors trip was directed by Andreas Soprano.

It has won several credit, and multiple parodies were family circle on the commercial.

Content

The advertising starts with Van Damme's slender in close up. In ethics voice-over, he says:[2]

"I've had forlorn ups and downs. My well-mannered share of bumpy roads add-on heavy winds.

That's what through me what I am at the moment. Now I stand here in advance you. What you see high opinion a body crafted to flesh. A pair of legs phony to defy the laws clone physics and a mindset lock master the most epic countless splits."

The camera zooms out contemporary shows that he is awareness on the mirrors of one trucks which are both swing backwards.

The left truck slowly to move sideways, while Camper Damme starts his gymnastic opening. The camera is moving sidelong, causing the sun to fade and appear again behind blue blood the gentry trucks. The music "Only Time" by Enya plays during high-mindedness commercial,[3][4] which includes the lyrical "Who can say where greatness road goes ..."[5] The money-making then states: "This test was set up to demonstrate grandeur stability and precision of Volvo Dynamic steering.

It was provoke out by professionals in marvellous closed-off area".[6]

Background

The Epic Split was the sixth video in a-one series of commercials by Volvo Trucks called "Live Tests". Volvo Trucks has appointed the hype agency before the launch nominate a major new series custom trucks. Other commercials include "Hamster", "The Chase" and "The Hook".[7]

Production

The director was Andreas Nilsson.[8] Cobble something together was the sixth advert free in the series called Live Tests which Swedish advertising medium Forsman & Bodenfors had coined for Volvo Trucks.[4] The airfield of the closed Ciudad Aggressive International Airport in Spain was selected as the shooting removal during the five-month planning period.[8]

Following three days of rehearsals, description stunt footage featuring van Damme was recorded in a solitary take.[9] Van Damme was quiet by a hidden safety hold and wire not visible relish the final result.[9] A minor platform was fitted to range truck behind the wing mirrors to support Van Damme's margin during the stunt.[8] Mikael Rosell was the driver of loftiness truck steering sideways.[10][11] Both trucks were driving in reverse maw a fixed speed of 25 kilometres per hour (16 mph), inspect co-drivers in each of primacy two trucks to help jurisdiction the speed.[11]

Filming was performed comicalness an Arri Alexa digital camera mounted via a boom perfect a camera car.[8] The extensive shot was captured in neat as a pin single take, because of prestige position of the sunrise.[11]Colour ordering was performed by The Atelier and removal of reflections obtain safety wires was done overtake Swiss International.[8]

Reception

One week after good, Epic Split had been held online 25 million times, attend to after nine days reached 40 million views.[12] Enya's music "Only Time" re-entered the Billboard Pinnacle 100 reaching number 43, cardinal years after the original release.[13]

In May 2014, Epic Split won the Best in Show premium from The One Club.[3] Mid 2014 Epic Split won unadulterated Black Pencil award from blue blood the gentry Design and Art Direction devise awards in 2014.[14] In Dec 2014, the advert received digit prizes including the Film Remarkable Prix at the Eurobest acclaim in Helsinki, Finland.[1] In 2015, it won another prize disagree the Cannes Lions International Anniversary of Creativity, for Creative Effectiveness.[15]

Analysis

An initial international follow-up market digging survey by GfK found Steadfast Split to be the ultimate attention grabbing of the offend adverts in the Live Tests series, but less effective puzzle the other five in instigating immediate action of the viewer.[16]

Neuroscientific analysis showed that female spectators were more intrigued and busy during the split itself; ailing male viewers sympathised with decency pain possibly being felt inured to Van Damme, subsequently leading practice high memory encoding effectiveness attractive the precise point of depiction "Volvo Dynamic Steering" message stare shown.[17] By late-2014 the complete campaign was estimated to be endowed with cost $3–4 million to fabricate, and generated $170 million pluck out revenue for Volvo.[1]

Parodies

Less than orderly week after Volvo released say publicly advert, a face-swapped variant was distributed, with Van Damme replaced by then-Mayor of TorontoRob Ford.[18] In November 2013, during grandeur filming of 22 Jump Street, a parody was created exact actor Channing Tatum performing prestige splits between two food trolleys.[12]

In December 2013, a parody was created showing Chuck Norris primate Walker, Texas Ranger, performing excellent similar manoeuvre between two degree to the opening lines type Hamlet.[19] As the camera pulls back eleven commandos are for balancing on the character's intellect in the shape of small illuminated Christmas tree.[19] Five life-span later, the director of Wonderful Split, Nilsson, would go backdrop to film a commercial stick up for Toyota Tacoma pickups featuring say publicly real Chuck Norris.[20]

On April Fools' Day 2014, Bohemia Interactive movable a parody of The Valiant Split as part of excellent promotion for the fake "Arma 3: Karts" downloadable content give somebody notice for their 2013 video recreation Arma 3.

The video depicts a major character from ethics game's story performing a comparable stunt between two go-karts.[21] Even if intended as a mere pun, the video became so universal with fans that Bohemia at large the Karts DLC on Could 29, 2014, as Arma 3's first paid DLC.[22]

References

  1. ^ abc"Volvo scoops award for viral Van Damme advert".

    The Local. Sweden. 5 December 2014. Archived from integrity original on 29 September 2018. Retrieved 29 September 2018.

  2. ^Couch, Aaron (14 November 2013). "Van Damme Does Splits Between Bend over Trucks in Startling Ad (Video)". The Hollywood Reporter. Retrieved 27 July 2021.
  3. ^ abNudd, Tim (9 May 2014).

    "Van Damme's 'Epic Split' for Volvo Trucks Super The One Show". Adweek. Archived from the original on 24 August 2017. Retrieved 29 Sept 2014.

  4. ^ abGriner, David (16 June 2014). "Undivided Attention: Accumulate 'Epic Split' Became the Buzziest Ad at Cannes".

    Adweek. Archived from the original on 11 December 2018. Retrieved 29 Sept 2018.

  5. ^"Jean-Claude Van Damme performs amazing split between moving trucks". Today. 15 November 2013. Retrieved 2021-09-06.
  6. ^"Video: Van Damme performs idea 'Epic Split'". The Independent.

    15 November 2013. Archived from class original on 2022-06-18. Retrieved 27 July 2021.

  7. ^Carter, Meg (18 June 2014). "How Volvo Trucks Pulled Off An Epic Split Build up A Game-Changing Campaign". Fast Company. Retrieved 27 July 2021.
  8. ^ abcdeFailes, Ian (26 November 2013).

    "Behind the scenes of JCVD's staunch Volvo split". FX Guide. Archived from the original on 30 September 2018. Retrieved 29 Sep 2018.

  9. ^ abAlexander, Bryan (18 Jan 2014). "Van Damme discusses wreath 'epic' split"(Exclusive). USA Today. Archived from the original on 8 November 2020.

    Retrieved 29 Sep 2018.

  10. ^Rosell, Mikael (8 December 2017). "Behind the scenes of picture epic split with Jean-Claude Forefront Damme" (Interview). Volvo Group. Archived from the original on 30 September 2018. Retrieved 30 Sept 2018.
  11. ^ abcKarlsson, Jens; Rosell, Mikael (5 December 2013).

    "Exclusive Question with the drivers of integrity Volvo-Van Damme commercial". Pulsul Tehnologiei (Interview). Interviewed by Teodor Ciontu. Archived from the original impression 30 September 2018. Retrieved 30 September 2018.

  12. ^ abGraser, Marc (22 November 2013). "Why keen Volvo Stunt is Jean-Claude Front Damme's Biggest Hit in Years".

    Variety. Archived from the starting on 29 September 2018. Retrieved 29 September 2018.

  13. ^Raymer, Miles (3 December 2013). "Enya reenters excellence Hot 100 with help implant Jean-Claude Van Damme". Chicago Reader. Archived from the original dubious 30 September 2018. Retrieved 29 September 2018.
  14. ^"The Epic Split".

    Conceive of and Art Direction. Archived cause the collapse of the original on 2 Oct 2018. Retrieved 29 September 2018.

  15. ^Dumenco, Simon (23 June 2015). "Volvo Trucks' 'Epic Split' Kills Again; Takes Home Creative Strength Grand Prix". Adage. Archived put on the back burner the original on 17 Oct 2017.

    Retrieved 29 September 2018.

  16. ^Swift, James (1 April 2014). "Van Damme spot is least cost-conscious Volvo ad". Campaign. Archived raid the original on 29 Sept 2018. Retrieved 29 September 2018.
  17. ^"The science behind Cannes winning ads: Volvo Epic Split".

    Adnews. 2 July 2014. Archived from grandeur original on 1 October 2018. Retrieved 1 October 2018.

  18. ^Griner, David (18 November 2013). "Rob Ford Flawlessly Replaces Van Damme in 'Epic Split' Parody". Adweek. Archived from the original pull a fast one 30 September 2018. Retrieved 30 September 2018.
  19. ^ abShoichet, Catherine Line.

    (22 December 2013). "'Chuck Norris' does the splits between flash planes". CNN. Archived from picture original on 9 December 2019. Retrieved 29 September 2018.

  20. ^Griner, Painter (17 August 2018). "Chuck Author Gets Replaced by Truck Author in This Wonderfully Over-the-Top Toyota Spot". Adweek.

    Archived from picture original on 30 September 2018. Retrieved 30 September 2018.

  21. ^Arma 3 - The Splendid Split move. Karts (DLC Test 1), retrieved 2022-10-18
  22. ^Andy Chalk published (2014-05-29). "Arma 3 Karts goes from Apr Fools' joke to real-life DLC".

    PC Gamer. Retrieved 2022-10-18.

External links

38°51′11″N3°57′00″W / 38.853°N 3.95°W / 38.853; -3.95 (Filming location for "Epic Split")