Volkswagen creates ad ‘too powerful for TV’

In a bid to not break any advertising codes of conduct, Volkswagen has created an ad deemed “too powerful for TV”.

The ad, which was created by DDB Sydney, seeks to tell the story of “the most epic ute ad” for the Amarok V6 while addressing the struggles Australian car manufacturers face when trying to portray the power behind vehicles without the ad getting banned.

The television commercial features a toy car doing all the stunts which may be deemed “too dangerous” to be shown on TV such as overtaking two trucks and jumping over horses.

Nick Reid, national marketing manager of Volkswagen’s commercial vehicles, said the brand faced a problem when trying to demonstrate the Amarok’s power on TV.

“The idea behind our new campaign is to show it, without breaking a single advertising code of conduct. We’re getting the punter onside with us, taking them on a journey and giving them what we all want to see – a powerful ute doing powerful stuff, in an entertaining way.”

Vincent Osmond, creative partner at DDB Sydney, said while the agency couldn’t really show the power and potential of the vehicle it created a tongue-in-cheek, behind the scenes look at the car.

“We needed to punch above our weight in a big way with this new Amarok campaign. We don’t have the media to engage in a war of attrition with our competitors, so we need to deliver big, fame-driving creative – work that is going to stand out in this world of ‘ute-vertising’,” Jade Manning, creative partner at DDB Sydney, added.

The campaign is running across digital, social and TV.

PHD handled the media planning and buying for the campaign.

Volkswagen is currently undertaking a global review of its creative account, which includes Australia.


    Chief Creative Officer: Ben Welsh
    Executive Creative Director: Tara Ford
    Creative Partner: Jade Manning
    Creative Partner: Vincent Osmond
    Senior Creative: Tim Woolford
    Senior Creative: Tommy Cehak
    Managing Partner: Nick Russo
    Senior Business Director: Astrid Noble
    Business Manager: Luke Thistleton
    Digital Business Manager: Christelle Quillien
    Planning Partner: Graham Sweet
    Head of Integrated Content: Sevda Cemo
    Lead Senior Producer: Tania Jeram
    Senior Digital Art Director: Berengere Sottas
    Senior Designer: Paul Jansen
    National Marketing Manager: Nick Reid
    Product Marketing Manager: James Thompson
    Retail and Digital Communications Manager: Nathan Johnson
  • Production Company: Goodoil Films
    Director: Adam Stevens
    Executive Producer: Sam Long
    Producer: Catherine Warner
    DOP: Daniel Ardilley
    Editor: Mark Burnett from The Editors, Sydney
    Assistant Editor: Grace Eyre from The Editors, Sydney
    Grade: Ben Eagleton from BE
    Online/VFX: Nigel Mortimer, Stefan Coory
    Post Production: Blockhead VFX, Sydney
    Sound Engineer: Anthony Aston, Rumble Studios
    Music: Johnny Green, Rumble Studios
  • Media agency: PHD Sydney

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