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Volkswagen Commercial Veichles: Born From Tough Love, Mother-In-Law

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Aussies are some of the toughest critics. ​Brutally honest and unapologetic. ​Especially when it comes to utes. ​As the most fiery and proud ute lovers in the world, ​no audience is more vocal.

Volkswagen has responded to the critics head on in a new, fully-integrated campaign that proves the all-new Amarok is the answer to the brutally honest criticism of the ute category.

In the launch film, Alan from Volkswagen embarks on an epic journey across the nation to prove ute trolls wrong about their criticism. Alan has also taken over Volkswagen’s social media channels, responding to ute critics in a series of personalised responses and videos that hero the Amarok’s new features.

Born from Tough Love tackles ute fans’ biggest pain points and engages with them directly on all mediums, across social media, radio, digital, OOH, cinema and TV.
Credits Other credits

National Manager Marketing and Product: Nathan Johnson

Product Marketing Manager: James Thompson

Marketing Communications Manager: Sarah Walker

Marketing Specialist: Kelly Sheehan

Group Head of CX: Kenny McLeod

PX Strategy Lead (DDB Track): Harrison Schaap

Drone: HeliGuy

Production Designer: Jen Waters

Costume Designer: Janai Anselmi

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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