Independent creative agency, 10 Feet Tall, has released its first work for new client, Great Wall Motors Australia, this week.
Promoting the new Steed dual cab, the agency’s work is the next step by the Chinese car company in renewing its commitment to the Australian market and expanding its dealer network – and launches the brand’s new positioning line, ‘Built to Work.’
The launch TV spot for the integrated campaign leverages the strength and durability of The Great Wall of China itself, and proposes the idea that, in Australia, the sort of people who could build their very own Great Wall would be the sort of pragmatic, down-to-earth people who can now drive the new Steed.
Every person in the spot was a genuine tradie or farmer.
Great Wall chief marketing officer, Tim Smith, said, “To continue to build Great Wall brand here in Australia, we are determined to create a shared agenda with the nation’s hardworking, no-fuss tradies and farmers. They’re smart, savvy and resourceful, and certainly don’t need to spend $60,000 when all they want is ute that’s built to work.”
Great Wall general manager Tony Carraturo praised the creative efforts of 10 Feet Tall, commenting, “I think the new TVC perfectly captures the essence of the Steed and its no-nonsense approach to getting the job done.”
10 Feet Tall managing director, Joseph Meseha, says the chance to work with Great Wall has been one the agency has embraced whole-heartedly.
“Great Wall produced a great product in the new Steed, and their team’s ambitious and resourceful. It’s an exciting time for 10 Feet Tall to get involved and we’re really proud of the new direction that the Steed work represents,” he said.
“The Great Wall brand has so much potential here in Australia and New Zealand.”
Great Wall is the first automotive account for the agency. The new Steed will launch into both the Australian and New Zealand markets as an exceptionally well-equipped ute at a base model price.