We all know that B2B advertising is boring, and almost never creative, don’t we? It seems that no-one told Volvo Trucks*.

You’ve probably already seen their recent piece of content which shows Jean-Claude Van Damme doing the splits between two moving lorries. It’s at 21 million views and counting. But what you may not know is that this is just the latest in a series of great pieces of content, each of which simply and clearly demonstrates a product benefit.

They started with a ballerina, took in a hamster and some bulls (no bullshit), put their President on the line and were willing to risk everything to get ahead.

Now views aren’t everything, and they haven’t all reached Van Damme levels, but most of them have done a great job at turning entertaining (and informative) content into large-scale audiences. As phrases like content marketing and native advertising gain traction it’s great that Volvo can serve as a positive case study, as opposed to the recent efforts by Guinness.

*Volvo are a client of Mindshare