Li Auto recently released an advertisement co-created with actor Xie Miao. In the video, Xie Miao stands with his feet apart on two moving Li Auto L9 Livis vehicles, recreating the iconic split commercial Jean-Claude Van Damme filmed for Volvo trucks in 2013, but this time performing Tai Chi instead.
In the ad, two vehicles drive side by side with an actor standing between them as they slowly separate. With its sunset hues and a camera pull-back shot, many details closely mirror Volvo's original commercial.
The video sparked heated online debate, with some questioning whether it was AI-generated, while others accused Li Auto of copying Volvo's creative concept.
As the incident gained traction, Volvo Group China posted the original ad video on its official social media channels, seemingly responding to the controversy.
Volvo Group China stated that some classics are remembered through repeated revisits, becoming even more timeless with the passage of time.
In 2013, Volvo created an unforgettable road image with two trucks driving backward side by side and a graceful split performed between them.
"Thirteen years have passed. When you see this scene again, does it still leave you in awe? The road may be long, but perseverance leads to success. Regardless of direction, we keep moving forward."
Additionally, addressing the public controversy, Li Auto executive "Hard Brother" publicly stated: "We definitely drew inspiration from Volvo's ad concept to pay homage to the classic. There's no shame in admitting that. Xie Miao himself mentioned it in the behind-the-scenes footage. However, our stunt was more challenging."
He further explained that simply copying or using AI generation would be meaningless. Advertisements serve a purpose: to showcase product features. Our core focus was on navigating an asymmetrical wavy road to demonstrate the 800V fully active suspension's ability to smooth out the road surface in real time. This is where we leveraged cutting-edge technology to surpass the classic and showcase our strength.