An ad series by Volvo, which included Jean Claude Van Damme performing a set of "epic splits" while balanced on two reversing trucks, has proved a whirlwind commercial success for the Swedish company.
The set of six videos, which cost between 20-30 million kronor ($3-4.7 million) to produce, raked in an estimated 1.1 billion kronor ($170 million), reported the Dagens Industri newspaper on Tuesday.
Since the Van Damme advert was released in mid-November last year, it has been viewed almost 70 million times on YouTube, and has already been ranked as the most watched automotive commercial on YouTube ever.
See Van Damme in action:
"If we look at the total effect, our media value is clearly bigger than the 1.1 billion kronor we pulled in," Per Nilsson, head of media relations for Volvo Trucks, told the Dagens Industri newspaper. "We haven't counted the copies on YouTube, for example."
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