I’ve been reading ‘Contagious: Why Things Catch On’ by Jonah Berger. Yesterday I was on a section where he discussed how the ‘Power of Awe’ inspires people to share things. “Awe is a complex emotion and frequently involves a sense of surprise, unexpectedness or mystery,” he writes. This morning when the Mister shared this video with me, that’s exactly what I felt: awe. Volvo and Van Damme come together to give viewers a truly captivating experience to show off the stability of the Volvo staring. This is advertising done right and if I were BMW, Audi or Benz I’d take some notes. Take 1:17 minutes out of your life to watch this video. You won’t be able to just watch this video once.