The Bachelor’s Nick ‘Honey Badger’ Cummins becomes face of Volkswagen’s Amarok

This year’s star of The Bachelor, former Wallabies star Nick ‘Honey Badger’ Cummins is increasing his media profile further by becoming the face of Volkswagen’s Amarok line of vehicles.

The car brand kicked off its association with Cummins last year, with the Volkswagen Amarok Extended Test Drive social campaign, but this new multi-year deal will feature a line of on-going social, digital and retail television campaigns. 

The announcement caps off a busy few months in the media for Cummins, who signed on as the sixth Bachelor for Ten’s successful romantic reality series, and starred alongside comedian Tanya Hennessy in Samsung’s JOMO (Joy of Missing Out) campaign.

Cummins also previously got naked for The Iconic’s first menswear campaign and has fronted a content campaign for Meat & Livestock Australia (MLA) which pushed the benefits of eating meat.

Cummins’ Meanwhile in Australia series on National Geographic also premiered this week. The show followed his adventures in his Amarok V6 Turbo-diesel as he travelled along the southern coast of Australia hunting for the unique personalities that give Australia its character.

The new deal with Volkswagen was brokered by Cummins’ commercial manager and CEO of Lampoon Group, Josh White, who said he takes a strategic approach to the former rugby star’s brand relationships.

“This is one we have been building with Volkswagen for the last 18 months. We believe Volkswagen Amarok’s alignment with Nick is spot-on and complements the adventurous outdoor lifestyle he leads. We are excited to see this association come to life over the coming years and beyond,” he said.

Nick Reid, Volkswagen Australia’s commercial marketing manager added: “Volkswagen Commercial Vehicles is excited to partner with Nick and feel that his adventurous lifestyle and love for the Australian outback is a perfect fit to the Amarok brand. Over the next few years we look forward to sharing Nick’s stories as he tours the country in his Amarok V6 Turbo-diesel.”

Cummins’ series of The Bachelor will premiere on Ten sometime after the conclusion of Bachelor in Paradise, which premieres on Sunday 25 March.


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