Volvo Epic Split

I've written a lot lately about "prank-vertising" and the rise of the stunt as a way to attract consumer attention.  It's a tactic of high risk because it may alienate the viewer or potentially bore the viewer.  But not if it's strategically aligned with the brand, at least in my book.

Here's a very recent "stunt" caught on advertising film that I think is a perfect example of strategic alignment, not only between the stunt and the brand's core positioning, but also with the talent they used to pull off the stunt and tell the story.

If you listen hard to the messaging, you'll see what I mean.  So well written!  Makes me want to buy a Volvo truck!

It's a great strategic stunt that is not only bringing the core functional and emotional benefits of Volvo to light, but also revitalizing "celebrity" brand for what he too was once known for.  Brilliant.

Have you seen another truck (or celebrity for that matter) differentiate itself so well?

What's your experience?  Jim.