Why do ads go viral?

Viral advertising. It's what every marketer hopes to achieve, but so very few actually do.



The Volvo Trucks video featuring Jean-Claude Van Damme (JCVD), 'Epic Splits' has racked up more than 76 million views in just over a year, with good reason. The video is awe-inspiring and adheres to the sticky principles as described in the Heath & Heath book, Made to Stick.

Why did the video go viral?

• Simplicity. There are two trucks, JCVD, and a single camera. The narration provided by JCVD is easily forgotten, but the video concept is so simple--yet amazing--that it remains with you long after the video ends. How amazing are Volvo Trucks if JCVD can do the splits while the trucks are driving backwards? Pretty damn amazing! 
• The entire video was unexpected. The danger, the awe at both the drivers and JCVD, and the respect for Volvo Trucks 
• The concept is concrete and attention getting. The concept: Volvo Trucks have stability and precision. Let's have a guy do the splits between the trucks while they're moving. The video clearly and successfully demonstrates that concept. 
• Volvo was founded in 1927. The company is credible; however, showing consumers just how stable and precise your product is by risking the life of a washed-up action star really drives the point home. 
• The video they made created an emotional connection with the audience. You watch on incredulously. The beauty of such a simple idea, but complex execution, with someone risking their life is crazy. You can't not watch the video, it's just that compelling. 
• JCVD put his life in the hands of Volvo and based on that video, I'm willing to as well. The story shared is for Volvo Trucks, but if I ever need to trust a vehicle with my life, you can bet your sweet bippity that I'm going to consider Volvo for my needs. At the heart of the video are the concepts of dependability, reliability and safety. For me, those concepts transcend Volvo Trucks and blanket apply to all Volvo vehicles.