Jean-Claude Van Damme and Volvo are unimpressed with Ron Burgundy’s Dodge ads

By Peter Braun November 14, 2013

cry heart ron burgundy volvo trucks new jean claude van damme ads even better — This is a Volvo ad that you have to watch. Image used with permission by copyright holder

If you only watch one YouTube video today, make it this one.

You might recognize Jean-Claude Van Damme, AKA “The Muscles from Brussels”, from such timeless cinema masterpieces as Timecop and Bloodsport. But this one-minute-twenty-second Volvo advert might just be his opus.

The video opens with Van Damme settled carefully atop the side mirrors of two Volvo trucks as they glide gracefully backwards across a desert track. And as the voiceover rolls, the trucks slowly spread, pulling Mr. Van Damme into one of his iconic splits. The sun rises behind him and the music swells.

I have heard of spreading your legs for the sake of advertisement, but I never knew it could be so ‘Damme’ classy … I am so sorry, I had to.

So what’s the point of this commercial, other than wowing us with Jean Claude Van Damme and Volvo’s cinematographer?

Well, Volvo Trucks is actually advertising its new Dynamic Steering System. This hybrid hydraulic-electric power steering system provides additional steering force as well as ironing out the feel to reduce the number of corrections the driver needs to make. This, to me, sounds a bit like the new steer-by-wire electronic steering system from Infiniti.

The idea is to reduce the workload of drivers and offer them more precise steering, both chronic problems for long haul truckers.

Clearly, this steering is working, even if the stunt drivers Volvo lined up are doing a bit more of the heavy lifting in this video.

Still, all I can say is well done, folks. I don’t even have a trucking license and I want one of Volvo’s fine vehicles. I, however, don’t want a Belgian straddling my big-rig. Sorry, Jean-Claude.

Now what I really want to see is Ron Burgundy try and pull off the splits between a couple of Dodge Durangos.

Topics

Volvo

Former Digital Trends Contributor

Peter is a freelance contributor to Digital Trends and almost a lawyer. He has loved thinking, writing and talking about cars…

Cars

Tech giant reveals nice price for new EV to take on Tesla

Xiaomi's first electric car, the SU7.

Xiaomi's first electric car, the SU7. Xiaomi

Tesla already has a tough time in China competing with local auto behemoth BYD, but a new arrival in the electric vehicle market is set to make things even more challenging for the Elon Musk-led automaker.

Cars

Best dash cam deals: Protect your ride from just $39

Rexing V1 dash cam

There are a lot of difficult drivers on the road, and a great way to protect yourself from potential insurance issues is with a dash cam. A dash cam will ensure everything that goes on while you’re driving is recorded. The best dash cams can typically record in multiple directions, making them a great option for Uber drivers who want to keep their customers safe and protect themselves from potential legal issues as well. You can save big on a new dash cam right now, as there are quite a few dash cam deals worth shopping. Below you’ll find what we feel are the best dash cam deals to choose from right now, so read onward for more details on how to save.
70mai Smart Dash Cam 1S -- $40, was $50

The 70mai Smart Dash Cam 1S is the cheapest option in this list, but it doesn't feel like it because it's packed with features. The dash cam, which supports microSD memory cards of up to 64GB, records footage at 1080p Full HD resolution with night vision capabilities thanks to its Sony IMX307 image processor and f/2.2 aperture. With its built-in G sensor, the dash cam will detect an accident and lock footage to prevent overwrites. You can use voice commands to ask the dash cam to take photos or to start recording videos, and you can use its accompanying app to watch real-time footage and to download files to your phone.

Cars

Rivian R2 vs Hyundai Ioniq 5: Should you wait for the Rivian R2?

Rivian R2

Rivian has taken the wraps off of the Rivian R2, an electric SUV that's similar to the much-loved R1S, but smaller and, crucially, cheaper. But the R2 goes up against some serious competition. The likes of Hyundai have been building solid EVs for some time now -- including the Hyundai Ioniq 5.

The R2 and the Ioniq 5 each make a compelling case for themselves, and they're likely to end up being similarly priced if the Ioniq 5 doesn't get much cheaper and the R2 does end up being sold at $45,000. To be fair, the cars are pretty different -- the R2 is more of an SUV, while the Ioniq 5 is much more crossover-sized. But because of their similar price, you might be deciding between the two. How do they compare? We put the Rivian R2 and the Hyundai Ioniq 5 head-to-head.
Design
The differences between the Rivian R2 and the Hyundai Ioniq 5 are perhaps no more apparent than when it comes to design.