Volvo Trucks – The Epic Split feat. Van Damme.
What you see before you, is marketing, crafted to perfection.
The word ‘epic’ for me is a generally overused adjective, like anything that we have too much of, it becomes devalued and worthless. For marketers, mis-use of the English language in a shallow attempt to ride the popularity of a single descriptive can undo a lot of hard work, and risk a brand being seen as ‘trying too hard’ or ‘trying to be cool’.
The meaning of the word; grand and heroic in scale or character. Rarely can a simple piece of marketing be worthy of that description. Well done Volvo Trucks, JCvD, you are epic.