My Most Immortal Ad: Per Pedersen, Sophia Lindholm and Andreas Nilsson Unpack Volvo Trucks’ Epic Split

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My Most Immortal Ad: Per Pedersen, Sophia Lindholm and Andreas Nilsson Unpack Volvo Trucks’ Epic Split

In the run up to the entry deadline for this year’s Immortal Awards, LBB’s jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they’ve stayed with them until this day.


When LBB asked Per Pedersen, who’s just about to launch a swashbuckling global network of independents, for his choice, he got back to LBB in a heartbeat with a blockbuster of a film – Volvo Trucks’ Epic Split.

“This is truly an epic campaign. Epic for the split by Van Damme ‘the muscles from Brussels’. Epic for Enya’s legendary track. Epic for the best ever demo. Epic for breaking the internet with a film that doesn’t feel like an ad but still has the brand front and center,” explained Per. “This is the stuff immortal ads are made off. Forever engraved into the minds of everyone that ever saw this film and forever part of the Volvo Trucks DNA.”

The film was the sixth in the Live Tests series created by Forsman & Bodenfors and launched in 2013. Starring movie icon Jean-Claude Van Damme, it was, almost unbelievably, a real-life stunt planner to meticulous perfection and captured by prolific director Andreas Nilsson.

Seven years on, Forsman’s Sophia Lindholm joined Per, Andreas and The Immortal Awards’ Paul Monan for a deep dive into the film’s creation, results and legacy in an epic episode of Most Immortal Ad…

The Immortal Awards entry system is now open. Every member of Little Black Book is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive two entries, whilst Silver and Gold members get five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, contact Lynchy here:

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AIRBAG, Alt.VFX, ARC EDIT, Clockwork Films, Collider, Curious, Cutting Edge, Eardrum, The Editors, Exit Films, Filmgraphics, Fin Design + Effects, Final Sound, FINCH, Flying Fish, Good Oil, Heckler, Jumbla, Motion Sickness, Passion Pictures, Photoplay, Plaza Films, The Producers, Revolver/Will O’Rourke, Rumble Studios, Scoundrel, Sedona Productions, Sweetshop, Taxi, //Thirteen & Co, Uncanny Valley, Velvet, Winifred.