Volkswagen Australia has launched the latest iteration of its ‘Tough feels better in an Amarok’ platform, celebrating what the automotive brand calls the vehicle’s unique balance of V6 capability and exceptionally refined drive experience, in a new campaign from Bernbach, part of the Omnicom family.
The hero film, directed by Good Oil’s Torstein Bjørklund, follows a couple racing to make it to a wedding on time. Their shortcut takes them across rugged Australian terrain—terrain the Amarok tackles with confidence while the cabin remains composed and unexpectedly serene.
“Everyone recognises a ute needs to be tough. What truly sets the Amarok V6 apart in such a competitive segment is the way it feels on the road,” said Steve Hey, creative director on the campaign. “This campaign brings that superior drive experience to life, delivered with a distinctly Volkswagen perspective.”
“Nobody wants to turn up to a wedding looking worse for wear. Fortunately, if you arrive in an Amarok, the exterior might show signs of a serious off-road challenge, but you certainly won’t,” added creative director, Anna Paine.
“When we noticed one of Australia’s toughest utes had vanity mirrors, that obviously needed to be explored,” commented creative director, Owen Bryson.
Known for bridging the gap between a hard-working ute and a highly refined, premium drive experience, this campaign marks Volkswagen’s renewed focus on Amarok’s V6 credentials in 2026, with the eagerly anticipated Walkinshaw variant launching later in the year.
“Amarok has always delivered the toughness Australians expect from a V6 ute, but more drivers are now looking for vehicles that seamlessly support both work and lifestyle. This campaign speaks directly to those customers: people who want capability, without compromising on drivability or a premium feel,” said Michelle Rowney, head of marketing and product, Volkswagen Commercial Vehicles.
Bernbach is the new global bespoke agency exclusively for Volkswagen Group and is in recognition of DDB co-founder Bill Bernbach’s long and successful relationship with the car marque.
Bernbach’s famous ‘Think small’ campaign in 1959 for the launch of the iconic VW Beetle broke every advertising convention of its time, and so began the 67-year relationship with VW. The Volkswagen Group Australia relationship will now continue exclusively at Bernbach, which is part of the Omnicom family.
The Amarok hero film launches this week, and includes a national rollout across digital, social, out-of-home and radio channels.
Credits:
Volkswagen Commercial Vehicles:
Nathan Johnson: Director
Michelle Rowney: Head of Marketing & Product
Jack Jameson: Marketing Communications Manager
Michael Cenci: Product Manager
Bernbach, part of the Omnicom family
PHD Media
Production Partners:
Good Oil: Production Company
Torstein Bjørklund: Director
ARC: Post Production
Studio Tonic: Music and Sound
