DDB Sydney Unveils ‘Too Powerful For TV’ Work For Volkswagen Amarok

DDB Sydney Unveils ‘Too Powerful For TV’ Work For Volkswagen Amarok
SHARE
THIS



What if you had the ability to create the most powerful ute ad ever seen, but weren’t allowed to show it? That’s the idea behind Volkswagen’s new campaign for the Amarok V6, the most powerful ute in its class, via DDB Sydney.

‘Too Powerful for TV’, the latest instalment in the Amarok series, tells the story of the most epic ute ad never quite made – complete with a British prima donna director, austere safety officer, and a raft of clever ways to showcase what Aussie car manufacturers have struggled to for years.

Volkswagen commercial vehicles national marketing manager Nick Reid said: “With 580Nm of torque, and 200kW on Overboost, the new Amarok V6 Ultimate 580 is the most powerful ute in its class – a product benefit most marketers dream of. The problem we’ve got is actually demonstrating that power.”

“So, the idea behind our new campaign is to show it, without breaking a single advertising code of conduct. We’re getting the punter onside with us, taking them on a journey and giving them what we all want to see – a powerful ute doing powerful stuff, in an entertaining way,” he said.

DDB Sydney creative partner Vincent Osmond said this new campaign builds on the previous award-winning Amarok campaigns from DDB Sydney, The Naked Ute and Korama, which were also all about leaning into the problem.

“We had to demonstrate the power of the most powerful ute in its class, But we can’t really show its potential. So, we did what we’ve always done with Amarok; found a way around the problem. What we’ve created is a self-aware, tongue in cheek look behind the scenes at the ute ad we’d all make if we could – or perhaps more poignantly, were allowed to,” he said.

DDB Sydney creative partner Jade Manning added: “We needed to punch above our weight in a big way with this new Amarok campaign. We don’t have the media to engage in a war of attrition with our competitors, so we need to deliver big, fame-driving creative – work that is going to stand out in this world of ‘ute-vertising’.”

“For me, the real fun is the things we couldn’t show. Every time the ute engages in activity that would otherwise be deemed ‘reckless’, a technique is employed to show us, but at the same time not show us, what it did. It’s almost more entertaining not seeing it,” he said.

Reid added: “For ute owners, yes it’s about power credentials, but they also want to know what their ute is actually capable of. That’s the challenge. So, when DDB came to us with this idea about the Amarok being too powerful to advertise we said, ‘this is fantastic’, but even if we can’t show it for real we have to do it for real, because the Amarok can. So, we did. Everything you see the Amarok doing in the commercial it did for real. Sort of,” he said. .

Please login with linkedin to comment

DDB Sydney Volkswagen

Latest News

WhatsApp Doubles Down On Privacy In New Campaign
  • Technology

WhatsApp Doubles Down On Privacy In New Campaign

WhatsApp has reaffirmed its commitment to user privacy in a new global campaign, following controversial policy changes earlier this year. The Facebook-owned messaging platform revealed earlier this year it would be sharing certain data with Facebook as a condition of use, with the potential for this data to be used for targeted ads. The changes […]

by B&T Magazine

B&T Magazine
Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]

Planting a Jacaranda Tree in the back yard. Western Australia. Taken on gopro.
  • Advertising
  • Campaigns

Toys Come To Life With AR In New Big W Campaign Via RYOT Studio

BIG W has joined forces with Verizon Media’s branded content division, RYOT Studio, to give Aussies a new way to shop Australia’s favourite annual toy sale, Toy Mania, using augmented reality (AR). In a first for BIG W, customers can scan a WebAR code to ‘place’ select outdoor toys from the Toy Mania sale virtually […]

Fierce New Campaign Encourages People To Get Angry About Period Poverty
  • Advertising
  • Campaigns

Fierce New Campaign Encourages People To Get Angry About Period Poverty

The #SeeingRed campaign by Hey Girls UK uses discordance to its advantage, conveying the frustration and disempowerment of period poverty. Hey Girls UK are a period brand seeking to end period poverty in the UK, selling period underwear, cups, pads, and tampons. They run on a ‘Buy One, Give One’ scheme, where for every product […]

Calls To Cancel Christchurch Terror Attack Film ‘They Are Us’ Grow In New Zealand
  • Media

Calls To Cancel Christchurch Terror Attack Film ‘They Are Us’ Grow In New Zealand

An upcoming film about the terrorist attack on a mosque in Christchurch, New Zealand, has been widely criticised for promoting a ‘white saviour’ narrative. Members of the Muslim community have also said it is “too soon” to fictionalise the shooting, which happened in 2019. White supremacist Brenton Tarrant murdered 51 worshippers at Al Noor Mosque, […]

by B&T Magazine

B&T Magazine
CHEP Strengthens Tech Offering With New Hires & Promotions
  • Advertising
  • Technology

CHEP Strengthens Tech Offering With New Hires & Promotions

CHEP Tech, CHEP’s technology offering, has strengthened its Sydney team with new hires, including ex-Isobar engineering leaders, Tim Chapman and Kirill Frolov, alongside the promotion of Jacinta Karras to Head of Tech Programs and Charlotte Bruton’s role expansion from Head of Mixed Reality to Head of Innovation Strategy. Mark Gretton, chief technology officer of CHEP […]

Monday TV Wrap: Four Corners QAnon Ep Nets 700,000
  • Media

Monday TV Wrap: Four Corners QAnon Ep Nets 700,000

After it was initially delayed, a Four Corners episode on QAnon, and a link between the conspiracy and PM Scott Morrison, aired last night. The ep – which had 722,000 viewers, as per OzTAM’s metro data – interviewed the family of Australian QAnon followed Tim Stewart. Stewart is a family friend of Morrison, who has publically […]

by B&T Magazine

B&T Magazine
REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!
  • Advertising
  • Marketing
  • Media
  • Technology

REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!

With the on-time deadline right around the corner, now is the time to submit your entry for B&T’s newest awards program, Best of the Best. On-time entries for Best of the Best will be accepted until 5pm (AEST) on Friday 25 June. And, while you can submit entries after this date for another week, it’s definitely best […]

by B&T Magazine

B&T Magazine
Commercial Radio Sees Rebound In Ad Revenue
  • Advertising
  • Media

Commercial Radio Sees Rebound In Ad Revenue

New data, compiled by Deloitte and released by industry body Commercial Radio Australia, shows a rebound in radio advertising. According to the data, commercial radio advertising revenue for metropolitan stations jumped by 72.6 per cent in the month of May to reach $59.605 million from $34.534 million a year ago. The rise reflects a strong […]

Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping
  • Advertising
  • Campaigns

Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping

Swedish bank Nordax has created a tool to urge people to buy less online – and to make smoothies instead. How we shop online is constantly evolving, with new ways to pay and get items delivered. Now, with a global pandemic keeping everyone bored at home, online shopping has reached new heights. Nordax Bank, a […]

How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach
  • Advertising
  • Campaigns
  • Media

How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach

It might still be June, but the deadline for entries into this year’s B&T awards is fast approaching (they’re due Monday 19 July at 5 PM, in case you were wondering). This year we’re helping you like never before with our new series, ‘How To Win A B&T Award’, where we speak with a host of judges, […]

by B&T Magazine

B&T Magazine