DDB Sydney Answers Ute Critics In Latest Work For The Volkswagen Amarok

DDB Sydney Answers Ute Critics In Latest Work For The Volkswagen Amarok
B&T Magazine
By B&T Magazine



Volkswagen has responded to the critics head on in a new, fully-integrated campaign that argues the Amarok is the answer to the brutally honest criticism of the ute category.

In the launch film, Alan from Volkswagen embarks on an epic journey across the nation to prove the ute trolls wrong about their criticism. Alan has also taken over Volkswagen’s social media channels, responding to ute critics in a series of personalised responses and videos that hero the Amarok’s new features.

Created by DDB Sydney, Born from Tough Love tackles ute fans’ biggest pain points and engages with them directly on all mediums, across social media, radio, digital, OOH, cinema and TV.

Volkswagen Commercial Vehicles head of marketing and product Nathan Johnson said: “The next-gen Amarok was designed in Australia over the last three years, reimagined to introduce more tech, advanced safety, a completely new design and epic power. By addressing ute fans’ valid criticisms, we’ve created a ute without compromise. The new Amarok is the ute Born From Tough Love.”

DDB Sydney executive creative director Matt Chandler said: “We all know the comments section can be a brutal place, so it was cathartic to see the Volkswagen team get out there and take on the trolls with the truth about the All-New Amarok.”

DDB Sydney chief strategy officer Fran Clayton said: “Unlike most categories, utes are a conversation, not just a product. Our approach on Amarok is always to start with the conversation and find ways to play with it. Aussies’ love for utes comes with high expectations and vocal critics who deserve a response.”

PHD Australia group digital director Josh Hover said: “Volkswagen’s launch of the All-New Amarok exemplifies the team’s unwavering commitment to innovation in the realm of technology-driven media campaigns. By leveraging cutting-edge practices, Volkswagen has taken bold strides to deliver powerful awareness and foster strong consideration among ute intenders.”

Born From Tough Love is the latest chapter in the Amarok story. A long line of famous work launching the Amarok over the years includes Naked Ute, Too Powerful for TV, and Walkinshaw Station.

Credits:

Client: Volkswagen Commercial Vehicles

Product: All-New Amarok

Title: The All-New Amarok – Born From Tough Love

Volkswagen Commercial Vehicles:

National Manager Marketing and Product: Nathan Johnson

Product Marketing Manager: James Thompson

Marketing Communications Manager: Sarah Walker
Marketing Specialist: Kelly Sheehan

Creative Agency: DDB Sydney

National Chief Creative Officer Australia: Stephen de Wolf

Chief Strategy Officer: Fran Clayton

Executive Creative Director: Matt Chandler

Executive Creative Director (Tribal): David Jackson

Senior Creative: Andrew Torrisi

Senior Creative: Stephanie Allen

Planning Director: Joseph Smeaton

Managing Partner: Nick Russo

Senior Business Director: Laura Oleart

Business Executive: Oscar Kennedy

Group Head of Delivery: Adrian Jung

Senior Producer: Rene Shalala

Print Producer: Claudia Brookes

Digital Producer: Anna Sajo

Motion Designer: Vincent Salinos

Group Head of CX: Kenny McLeod

Business Manager (DDB Tribal): Alasdair Kay

PX Strategy Lead (DDB Track): Harrison Schaap

Senior Designer: Paul Jansen

Production Company: FINCH

Director: The Bobbsey Twins from Homicide

Managing Director/Executive Producer: Corey Esse

Executive Producer: Nick Simkins

Producer: Alexandra Taussig

Director of Photography: Lachlan Milne

Drone: HeliGuy

Production Designer: Jen Waters

Costume Designer: Janai Anselmi

Casting: Danny Long Casting

Stills Photographer: Chris Von Menge

Post Production: Atticus

Editor: Jack Hutchings

Music and Sound: Electric Sheep Music

Composer: Declan Harsent

Sound Designer: Georgia Collins

EP: Kate Stenhouse

Media Agency: PHD Sydney

Media Group Business Director: Kim Raicevich

Media Planning Director: Denise Martin

Media Digital Director: Josh Hover

Media Strategy Director: Zachary Kelly

Media Business Director: Anna Boldyreva

Media Investment Executive: Sarah Lynch




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DDB Sydney Volkswagen Amarok

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