Volkswagen claps back at ute critics in latest work by DDB Sydney
Automotive brand Volkswagen has stood its ground in the face of ute critics in the latest integrated campaign for the Amarok model by creative agency DDB Sydney.
The 60-second spot saw Alan, who works at Volkswagen, taking on a journey across Australia to face online ute critics in real life and prove their comments wrong. There was also a social media component where Alan took over Volkswagen’s channels to respond to critics with personalised responses and videos.
The campaign, ‘Born from Tough Love’, was released across social media, radio, digital, OOH, cinema and TV.
Other campaigns for Amarok over the years include the renowned ‘Naked Ute’ campaign in 2016 and ‘Too Powerful for TV’ in 2018.
DDB Sydney chief strategy officer Fran Clayton, said: “Unlike most categories, utes are a conversation, not just a product. Our approach on Amarok is always to start with the conversation and find ways to play with it. Aussies’ love for utes comes with high expectations and vocal critics who deserve a response.”
Volkswagen commercial vehicles head of marketing and product, Nathan Johnson, said: “The next-gen Amarok was designed in Australia over the last three years, reimagined to introduce more tech, advanced safety, a completely new design and epic power. By addressing ute fans’ valid criticisms, we’ve created a ute without compromise.”
Credits
Client: Volkswagen Commercial Vehicles
Product: All-New Amarok
Title: The All-New Amarok – Born From Tough Love
Volkswagen Commercial Vehicles:
National Manager Marketing and Product: Nathan Johnson
Product Marketing Manager: James Thompson
Marketing Communications Manager: Sarah Walker
Marketing Specialist: Kelly Sheehan
Creative Agency: DDB Sydney
National Chief Creative Officer Australia: Stephen de Wolf
Chief Strategy Officer: Fran Clayton
Executive Creative Director: Matt Chandler
Executive Creative Director (Tribal): David Jackson
Senior Creativer: Andrew Torrisi
Senior Creative: Stephanie Allen
Planning Director: Joseph Smeaton
Managing Partner: Nick Russo
Senior Business Director: Laura Oleart
Business Executive: Oscar Kennedy
Group Head of Delivery: Adrian Jung
Senior Producer: Rene Shalala
Print Producer: Claudia Brookes
Digital Producer: Anna Sajo
Motion Designer: Vincent Salinos
Group Head of CX: Kenny McLeod
Business Manager (DDB Tribal): Alasdair Kay
PX Strategy Lead (DDB Track): Harrison Schaap
Senior Designer: Paul Jansen
Production Company: FINCH
Director: The Bobbsey Twins from Homicide
Managing Director/Executive Producer: Corey Esse
Executive Producer: Nick Simkins
Producer: Alexandra Taussig
Director of Photography: Lachlan Milne
Drone: HeliGuy
Production Designer: Jen Waters
Costume Designer: Janai Anselmi
Casting: Danny Long Casting
Stills Photographer: Chris Von Menge
Post Production: Atticus
Editor: Jack Hutchings
Music and Sound: Electric Sheep Music
Composer: Declan Harsent
Sound Designer: Georgia Collins
EP: Kate Stenhouse
Media Agency: PHD Sydney
Media Group Business Director: Kim Raicevich
Media Planning Director: Denise Martin
Media Digital Director: Josh Hover
Media Strategy Director: Zachary Kelly
Media Business Director: Anna Boldyreva
Media Investment Executive: Sarah Lynch
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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