VOLVO, VAN DAMME, AND THE SHIFT FROM TV ADS TO SOCIAL MEDIA

The "Epic Split" by Volvo Trucks, starring action star Jean-Claude Van Damme, was one of the most famous commercials of all time, airing on November 14, 2013. The movie, which was only available on YouTube, showcased Volvo's Dynamic Steering by featuring Van Damme performing his famous split while balancing between two trucks that were backing up. It was more than just a commercial; it was a cultural event. Within days, millions of people had seen, shared, and discussed it, making a minor trucking feature a significant topic of conversation.

Image Credit: Volvo Trucks, 2014

This ad showcases a time when epic TV and movie ads were the best way to showcase a brand's prestige. David Beckham starring in Pepsi's global ads, Michael Jackson's unforgettable partnership with Pepsi in the 1980s, and Cindy Crawford's famous Pepsi Super Bowl ad are all good examples. Nike also got people excited about Michael Jordan in the "Mars Blackmon" ads directed by Spike Lee. Tiger Woods, Serena Williams, and Cristiano Ronaldo became global symbols of athletic excellence. Coca-Cola's "Hilltop" ad, featuring the song "I'd like to buy the world a Coke," and Apple's "1984" Super Bowl ad are two examples of brands that have stuck in people's minds. These campaigns had big budgets, prime-time TV spots, and famous people. Brands talked and consumers listened; it was a one-way conversation.

Embrace the Thrilling Era of Social Media

The game has undergone significant changes since the 2020s. Brands perform better when they rely on social media to spread their message, not just on big stars and TV time. Every day, creators, influencers, and even memes can now make brand buzz on TikTok, Instagram Reels, and YouTube Shorts.Think about TikTok challenges like the #GucciModelChallenge, or how Fenty Beauty used Rihanna's fame to build a billion-dollar business through social media conversations.

Nike continues to come up with innovative ideas, such as collaborating with Travis Scott and releasing sneakers that go viral and break the internet. Balenciaga collaborates with The Simpsons, while Louis Vuitton partners with BTS and Pharrell Williams to connect with the Gen Z audience. Even major beverage companies like Coca-Cola and Pepsi utilize influencers like Charli D'Amelio and Selena Gomez to maintain their popularity on digital platforms.

The Power Dynamic in Advertising has Changed:

• Conversations have gone from one-way to two-way (comments, duets, and shares).

• From polished perfection to real stories (behind-the-scenes, unfiltered moments).

• From celebrity endorsements to micro-influencer trust (a trusted voice with 50,000 followers can get as much attention as a Hollywood star once did).

What does this mean for business and management?

It's evident that marketing today isn't just about big names or big budgets; it's also about having a plan, being adaptable, and navigating the digital ecosystem effectively. The legends of the past set the stage, but today's managers must navigate algorithms, analytics, influencer partnerships, and strategies that resonate across multiple platforms.

Our Business Management program at Raffles Jakarta equips students with these essential skills. It blends timeless lessons in branding and leadership with the tools they need to thrive in a world that is constantly evolving and driven by social media. Just as Volvo leveraged Van Damme's precision to showcase new ideas, we teach future leaders how to harmonize tradition and modernity with confidence.

References

Apple. (1984). 1984 Super Bowl Commercial [Video]. Apple. https://www.youtube.com/watch?v=2zfqw8nhUwA

Coca-Cola. (1971). I’d Like to Buy the World a Coke [Television commercial]. Coca-Cola Company.

Nike. (1989). Mars Blackmon and Air Jordan Commercial [Television commercial]. Nike.

Pepsi. (1992). Cindy Crawford Pepsi Super Bowl Ad [Television commercial]. PepsiCo.

Volvo Trucks. (2014, June). Epic triumph for Volvo Trucks campaign at Cannes Lions [Press release]. Volvo Trucks. https://www.volvotrucks.nl/nl-nl/news/press-releases/2014/Jun/epic-triumph-for-volvo-trucks-campaign-at-cannes-lions.html

WARC. (2021). The evolution of influencer marketing in the digital era. World Advertising Research Center.