Tradies build giant stone vehicle in first work from 10 Feet Tall for Chinese car manufacturer

Melbourne-based creative agency 10 Feet Tall has released its first work for Chinese car manufacturer Great Wall Motors Australia with a campaign that sees tradies build a giant stone vehicle.

Under a new strapline, ‘Built to Work’, the campaign plays on the longevity of the Great Wall of China to demonstrate the strength and durability of the firm’s new Steed vehicle.

“[It] proposes the idea that, in Australia, the sort of people who could build their very own Great Wall would be the sort of pragmatic, down to earth people who can now drive the Steed,” 10 Feet Tall said.

The independent agency added that every person who appears in the TV spots, which air tonight, is a “genuine tradie or farmer”.

Great Wall general manager Tim Smith said: “To continue to build the Great Wall brand here in Australia, we are determined to create a shared agenda with the nation’s hardworking, no fuss tradies and farmers.

“They’re smart, savvy and resourceful and certainly don’t need to spend $60,000 when all they want is a ute that’s built to work.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.