Volkswagen rears Amaroks like horses in W-Series launch via DDB

Volkswagen’s Amarok W-Series launch imagines a place where utes roam free and must be reared by expert handlers before they’re released onto the road.

It all takes place at Walkinshaw Station, the setting for the integrated W-Series launch campaign created with DDB Group Sydney, and rolls out with a brand proposition ‘Reared for the road’.

The hero TVC depicts the Amaroks as if they were horses, with their handlers training and refining the utes until they’ve been ‘reared for the road’. After which, they’re allowed to depart Walkinshaw Station and are released onto the road.

Volkswagen Australia national marketing and product manager, Nick Reid, said the location of Walkinshaw Station was intentional, knowing that “we’d capture the attention of ute enthusiasts.

“But the new Amarok V6 W-Series ute is designed for the road and drives like a grand tourer. So ute-owners and car drivers alike can imagine what it would feel like to get behind the wheel of a vehicle that performs like a thoroughbred.”

The launch began in February when the flagship edition Amarok W-Series went on presale. The new series includes exclusive features such as custom 20-inch alloy wheels, Pirelli Scorpion tyres, performance-tuned suspension, and new aggressive styling.

DDB chief creative officer, Ben Welsh, said the campaign was about showing a ute that is launch-ready for the road.

“Amarok has a long history of challenging ute category norms in Australia. That started with the Naked Ute and was built upon with the Too Powerful for TV campaign,” he said.

“The W-Series is the epitome of this attitude, because while every other ute company focuses on going off road, the Amarok goes against the herd with a ute that loves the road.”

The campaign is being supported by an augmented reality experience, as well as a special website which includes a gift shop.

Volkswagen and Broadsheet have also partnered for merchandise and a premium content series, which will go live on Broadsheet in June.

Media agency partner PHD’s group business director, Kim Raicevich, said: “The partnership with Broadsheet is a great platform to make Walkinshaw station feel more tangible for consumers.

“It will provide the new Volkswagen Amarok W-Series with the ability to create excitement and a deeper engagement around its launch, and add impact in a highly competitive segment.”


Client: Volkswagen Commercial Vehicles

National Marketing and Product Manager: Nicholas Reid
Product Marketing Manager: James Thompson
Marketing Communications Manager: Michelle Rowney

Creative agency: DDB

Chief Creative Officer Australia: Ben Welsh
Chief Creative Officer Sydney: Tara Ford
Chief Strategy Officer: Fran Clayton
Executive Creative Director: Matt Chandler
Creative Director: Tommy Cehak
Creative Director: Tim Woolford
Senior Art Director: Elaine Li
Senior Copywriter: Jared Wicker
Creative: Miguel Gadea
Planning Director: James Davis
Managing Partner: Nick Russo
Senior Business Director: Nicole Drabsch
Business Director: Luke Thistleton
Business Executive: Rasheida Cooper
Head of Integrated Content: Renata Barbosa
Lead Senior Producer: Tania Jeram
Senior Print Producer: John Wood
Creative Partner (DDB Tribal): David Jackson
Group Business Director (DDB Tribal): Kenny McLeod
Project Manager (DDB Tribal): Sebastian Bennett-Leat
Business Manager (DDB Tribal): Alasdair Kay
Senior Business Manager (DDB Track): Harrison Schaap
Social Manager: Mo Komolafe
Head of Design: Ramon Rodriguez
Senior Designer: Paul Jansen

Production company: Revolver 

Director: The Glue Society
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Cathy Rechichi
Director of Photography: Danny Rulhmann
2nd Unit DOP: Alex Dufficy
Drone: Heliguy
Production Designer: Sam Hobbs
Wardrobe: Sandy Burcul
Casting: Toni Higginbotham Casting
Stills Photographer: Milos Mlynarik
Post Production: The Glue Society Studios
Editor: The Glue Society
Post Producer: Scott Stirling
Grade: Andy Clarkson
Online: Viv Baker
Sound Engineer: Myles Lowe, Song Zu
Music: Franklin Rd, Mahuia Bridgman-Cooper

Media agency: PHD Sydney

Media Planning Director: Amie Wills
Media Investment Manager: Christine Chen
Media Head of Strategy: Mitch Long
Media Business Director: Dixie Garcia


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