A tiny wind-up car named Ampy stars in Ampol’s next evolution of their ‘A to Anywhere’ platform
Ampol has unveiled the next evolution of its ‘A to Anywhere’ platform, a celebration of Australian ambition, brought to life through an unlikely hero: a tiny wind-up car named Ampy.
Developed in partnership with Saatchi & Saatchi Australia, the campaign follows Ampy’s cross-country adventure – from suburban streets to river crossings – including an echidna encounter – before finding her way back to an Ampol service station.
The spot was directed by Swedish duo StyleWar (Martin Sjöström and Oskar Holmedal) via production company Sedona Productions.
Says the pair: “We were excited to figure out how to shrink a Russian arm rig to this little car’s size for fast, dynamic shots. Using an in-camera approach that could interact with our talent, the grip and camera team utilised a rickshaw rig with a snorkel lens licking the tarmac to achieve the speed and scale we wanted.”
Says Jenny O’Regan, Ampol chief brand and customer officer: “The ‘A to Anywhere’ platform was first launched in 2024 to unify Ampol’s brand and product story. This new chapter reinforces Ampol as a brand that helps Australians to achieve their ambitions, no matter how big or small, in a way that’s emotive and distinctly Australian. That’s what ‘Australia’s Own’ means to us: being a partner for Aussies wherever they go.”
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