One of the most-viewed videos on YouTube lately has been the Volvo commercial of Jean Claude Van Damme doing the splits off the mirrors of two trucks driving in reverse. If you haven’t seen the video, it’s worth the watch.
Whether you’re a Van Damme fan aside, it is easy to see why the video is spreading at pandemic rates. Staring ahead with a steely gaze it is not the physical feat that Van Damme accomplishes that is truly inspiring, it is the fear mastery. It is clear beyond doubt that his life is in the hands of two drivers and the precision of Volvo’s steering. Big stakes, inspire big word of mouth.