Ampol has launched the next evolution of the ‘A to Anywhere platform’, a nod to Australian ambition brought to life through an unlikely hero: a tiny wind-up car.
Developed in partnership with Saatchi & Saatchi Australia, the campaign follows the journey of a miniature car on a cross-country adventure to reunite with its owner, from suburban streets to river crossings, and even an echidna encounter. Culminating at an Ampol service station, the campaign showcases Ampol’s range of products and services, from Amplify Premium Fuels to AmpCharge and Foodary, reinforcing Ampol’s commitment to meeting real Aussie needs on the road.
To bring this idea to life, the model car was custom-designed, 3D printed, hand-painted, and fitted out with moving parts, including working lights, wipers, and a spinning wind-up key. Directed by Swedish duo StyleWar, produced by Sedona and built by special effects company YipeeKi-Yay, three versions of the car were built for production: two remote-controlled and one puppeteered, each tailored for different terrains.
Jenny O’Regan, Ampol chief brand and customer officer, said: “The ‘A to Anywhere’ platform was first launched in 2024 to unify Ampol’s brand and product story. This new chapter reinforces Ampol as a brand that helps Australians to achieve their ambitions, no matter how big or small, in a way that’s emotive and distinctly Australian.
“That’s what ‘Australia’s Own’ means to us: being a partner for Aussies wherever they go.”
Sedona Productions directors StyleWar (Martin Sjöström and Oskar Holmedal) said: “We were excited to figure out how to shrink a Russian arm rig to this little car’s size for fast, dynamic shots. Using an in-camera approach that could interact with our talent, the grip and camera team utilised a rickshaw rig with a snorkel lens licking the tarmac to achieve the speed and scale we wanted. Our model maker created three unique miniature cars for everything from underwater trails to Steve McQueen–style jumps.”
Harnessing a multi-channel approach, the campaign will roll out nationally across BVOD, OOH, radio, and social.
Credits
Client: Ampol Australia
Chief Brand Officer: Jenny O’Regan
Head of Brand and Fuel Marketing: Noni Guest
Brand Development and Marketing Manager: Stefanie Favaloro
Media: iProspect
Creative: Saatchi & Saatchi Australia
Production: Sedona Productions
