In the run up to the entry deadline for this year's Immortal Awards, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.
"This is truly an epic campaign. Epic for the split by Van Damme ‘the muscles from Brussels’. Epic for Enya’s legendary track. Epic for the best ever demo. Epic for breaking the internet with a film that doesn’t feel like an ad but still has the brand front and center," explained Per. "This is the stuff immortal ads are made off. Forever engraved into the minds of everyone that ever saw this film and forever part of the Volvo Trucks DNA."
The film was the sixth in the Live Tests series created by Forsman & Bodenfors and launched in 2013. Starring movie icon Jean-Claude Van Damme, it was, almost unbelivably, a real-life stunt planner to meticulous perfection and captured by prolific director Andreas Nilsson.
Seven years on, Forsman's Sophia Lindholm joined Per, Andreas and The Immortal Awards' Paul Monan for a deep dive into the film's creation, results and legacy in an epic episode of Most Immortal Ad...