The neuroscience behind 'Epic Split' by Volvo Trucks

This article discusses a project that used neuroscientific research to track the effectiveness of Volvo's 'Epic Split', one of the most celebrated ads of recent years.

The neuroscience behind 'Epic Split' by Volvo Trucks

Heather AndrewNeuro-Insight

Heather Andrew of Neuro-Insight employs brain-imaging technology to analyse why 'Epic Split', the award-winning Volvo Trucks campaign, had such a strong subconscious impact on the viewer and why this differed between men and women.

I would love to have been a fly on the wall at Swedish ad agency Forsman & Bodenfors when somebody suggested mixing action star Jean-Claude Van Damme with the music of 80s singer Enya and a pair of enormous Volvo Trucks.

The main objective of 'Epic Split' was to demonstrate the new dynamic steering system...

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