GWM adds new meaning to Aussie phrase in latest campaign, via Thinkerbell
Automotive company, Great Wall Motor (GWM), has launched a campaign for its new Cannon ute, that adds a fresh twist to the meaning of the phrase, “chuck it in the ute”, via Thinkerbell.
The campaign centres on a 45-second spot that places audiences at a wedding about to be ruined by poor weather. But one attendee saves the day, recommending that everyone throw everything into the new GWM Cannon.
The platform is the first piece of work to come from Thinkerbell since it signed GWM as a client in July 2024. The move saw the automotive brand move on from the incumbent, The Hallway, who had been working with the business for two years.
It marks the first bout of brand activations and vehicle launches Thinkerbell is expected to deliver for GWM in 2025, in an effort to generate portfolio consistency; better localise GWM for the New Zealand and Australian market; and exemplify the brand’s ‘Go With More’ ethos.
“Launching the Cannon has been an incredible way to kick off our relationship with GWM,” expressed Thinkerbell’s head creative tinker, Sean McNicholas.
“By digging up a cultural nugget, and sprinkling some magic on it, we’ve chucked the Cannon into a space of its own in the ute market – and started to show people you can get much more car with GWM.”
GWM’s head of marketing and communications, Steve Maciver, added: “The launch of the Cannon, accompanied by such a strong campaign, makes clear to new car buyers that GWM is ready to Go With More in 2025.”
GWM and Thinkerbell’s collaboration went live on the weekend, and is playing on OOH, social, digital, and TV channels.
In addition to Thinkerbell’s appointment, GWM selected AI and digital consultancy business, Revium, as its digital agency last year, tasked with rolling out fresh marketing solutions, improving the user experience, and uncovering new ways to leverage generative AI.
GWM’s media account was also up for grabs, before it landed in the hands of Atomic 212° in September, prior to the independent media agency being acquired by Publicis Group in late January 2025.
Client: GWM
Agency: Thinkerbell
Production Co: MOFA
Director: Nick Kelly
Post House: ARC Edit
Music Composer: Jonny Higgins
Sound: Rumble
Casting: Ben Parkinson
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Apart from being a signature bogan move, i fear it will sell utes…but not necessarily…umm what’s this brand…oh yeah…GWM utes. So it’s a fail for me.
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