Volkswagen And DDB Sydney Call On Aussie Ute Lovers To Uncover Real Power

Volkswagen And DDB Sydney Call On Aussie Ute Lovers To Uncover Real Power

What best describes you?

Volkswagen and DDB Sydney have created a Mad Max style prototype, breaking all boundaries in traditional ute advertising.

The Amarok V6 is the most powerful ute in its class and the Volkswagen Commercial Vehicles team tasked DDB Sydney to create a campaign that brought the ‘fun’ back into driving a 4×4 ute and at the same time challenge some flawed perceptions around the Volkswagen Amarok.

The resulting campaign saw the creation of a powerful, off road performance vehicle, the ‘Korama’, that looked like it belonged in the Dakar Rally, but actually hid a full production Amarok V6 model underneath.

Marketing manager Ralph Beckmann said following the success of the ‘Naked Ute’, the campaign DDB Sydney created for Volkswagen earlier in 2016, they briefed the agency to continue to disrupt the ute category and get rid of Amarok’s old image for good.

“We couldn’t be happier with the campaign, it has everything we wanted – a great demonstration of power, real Australians enjoying the Amarok and a big surprise at the end,” Beckmann said.

DDB Sydney chief creative officer Ben Welsh said it was one of the most ambitious projects he’d ever worked on.

“It took trust and collaboration to turn a great idea into an amazing experience. And it all started when our client came back from a test drive with their hearts still pounding,” Welsh said.

The campaign was created in partnership with Will O’Rourke/The Glue Society – the team who also worked on ‘The Naked Ute’.  The first step was to design and build the Korama, without compromising on the performance of the vehicle. Initial sketches were created by the designer behind the Mad Max vehicles in ‘Fury Road’, a model was made and then it was straight into construction.

Four motoring enthusiasts who fancied that they knew a bit about power were recruited to give the manufacturer feedback before the truth was revealed.

The Campaign kicked off with a launch film laying out the story through social channels, supported by some digital work, outdoor and print.  TVCs will follow in the second phase of the campaign, which will be rolled out in early 2017.

The campaign has recently commenced via Facebook and Youtube.


Client – Volkswagen Commercial Vehicles

Marketing Manager

Ralph Beckmann

Product Marketing Manager

Nick Reid

Retail and Digital Communications Manager

Nathan Johnson

Agency – DDB Sydney

Chief Creative Officer

Ben Welsh

Creative Partner

Vincent Osmond

Creative Partner

Jade Manning

Senior Art Director

Ronojoy Ghosh

Senior Art Director

Richard Apps

Senior Writer

Jeff Galbraith

Senior Writer

Richard Taylor

Creative Technology Director

Shaun O’Connor

Managing Partner

Amanda Wheeler

Business Director

Astrid Noble

Business Manager

Madeleine King

Chief Strategy Officer

Fran Clayton

Head of Integrated Content

Sevda Cemo

Social Content Producer

Isabella Harris

Social Content Editor

Fraser Kelton

Senior Print Producer

John Wood

Social Comms Manager

Salil Kumar

Social Content Manager

Lachlan Stewart

Head of Technology

Sean Gardner

Digital Producers

Dan Mulligan, Will Kerr

Production Company – Will O’Rourke

Car Design and Project Directors

Jonathan Kneebone, Luke Nuto

Managing Director/EP

Michael Ritchie

EP/Head of Projects

Josh Mullens


Ian Iveson

Post Producer

Jasmin Helliar

Production Designer

Enzo Iacono


Peter Eastgate

Camera Operator

Jordan Maddocks

Behind the Scenes

Will Robertson

Post Production – The Glue Society


Luke Crethar


Scott McLean


Viv Baker

Studio Producer

Scott Stirling

Sound – Rumble Studios

Sound Engineer

Nathanial Joyce

Executive Producer

Michael Gie


Rumble Studios


Janyon Boshoff


Limehouse Creative



Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.


by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]