A new creative campaign from The Hallway introduces GWM Australia and New Zealand’s all-new Cannon Alpha Hybrid as a fierce new entrant in the utilities vehicle segment.
The integrated campaign, with the tagline ‘makes effort look effortless’, demonstrates the powerful performance and off-road capabilities of the Cannon Alpha as it draws on its exceptional engineering technology and 3.5 tonne towing capacity to tackle the most demanding of tasks.
The campaign’s hero TVC opens in an unforgiving, rugged, windswept location. Equally unforgiving and rugged-looking locals watch on bemused, then in open-mouthed amazement, as the Cannon Alpha effortlessly rises to the challenge and tows a hefty boat from the water, up the boat ramp and along a steep road with ease.
“There are no doubt there are pubs in Australia that you’d be laughed out of if you mentioned the words ‘ute’ and ‘hybrid’ in the same sentence, so we knew there’d be some raised eyebrows at the launch of Australia’s first ever full hybrid ute. You’ve got to see it to believe it – and there’s nowhere better for a ute to prove its worth than in the cauldron of performance anxiety and machismo that is the steep Aussie boat ramp,” said Simon Lee, The Hallway CCO & partner.
“This new campaign for the GWM Cannon Alpha showcases the world-class engineering that delivers a full hybrid powertrain to Australian ute buyers for the first time. Combining a familiar and often daunting scenario with a hint of humour, while demonstrating hybrid performance, this campaign should resonate well with potential buyers and help solidify GWM’s position as one of the country’s most innovative auto brands,” added Steve Maciver, head of marketing & communications, GWM Australia & New Zealand.
The integrated campaign launched in late May and will run across TV, online video, social media, digital and out of home.
Credits:
Client: GWM Australia & New Zealand
Head of marketing & communications: Steve Maciver
Marketing specialist: Rebecca Jeffery
Creative agency: The Hallway
Scoundrel:
Executive producers: Adrian Shapiro and Kate Gooden
Director: Ariel Martin
Producer: Giordi Caputo
Director of photography: Max Walter
Editor: Lucas Vazquez
Post-production: Mr Fox
Colourist: Matt Fezz
Rumble Studios (Audio):
Music & sound: Rumble Studios
Composer: Rino Darusman
Sound designer: Tone Aston
Music & sound EP: Michael Gie
Media: Nunn Media
