GWM Australia + NZ launches poetic campaign for the all-new Tank 500 Hybrid via The Hallway
Following a string of successful model launches that catapulted GWM to 45% annual sales growth, independent creative agency The Hallway is on the road again with the launch of the all-new Tank 500 Hybrid off-road 4×4.
Spearheaded by a 30” film – directed by Scoundrel’s Ariel Martin – the campaign encourages its audience to act on their inner desire to escape, reminding them that ‘Out there awaits’.
In the words of famous poet and writer Rudyard Kipling: “Go and look behind the Ranges – Something lost behind the Ranges. Lost and waiting for you. Go!”
The campaign rolls out across TV, OOH, social and display.
Says Steve Maciver, head of marketing and communications, GWM Australia & New Zealand: “As our newest flagship, 7-seater SUV, the Tank 500 offers Australians the opportunity to explore the best this great land has to offer – and to do it in supreme comfort while surrounded by the latest technology, as this latest campaign shows. Even at a more premium end of the market, Tank 500 offers undeniable value and is set to shake up the SUV segment like no other. ‘Out there awaits’ for families across Australia.”
Says Simon Lee, CCO and partner, The Hallway: “There’s a voice inside all of us that sometimes urges us to escape from the confines of our daily lives. This campaign reminds us how important it is not just to hear but also to heed that inner voice. The words of ‘The Explorer’ provide the narration as the Tank 500 – the ultimate luxury 4×4 – takes us out ‘behind the ranges’ in this latest iteration of our ‘See you out there’ creative platform.”
The Tank 500 is the newest and most exciting entrant in the competitive 4×4 category, offering incredible tech and off-road ability with hybrid engines across its Lux and Ultra grades.
Client: GWM Australia & New Zealand
Head of Marketing & Communications: Steve Maciver
Marketing Specialist: Rebecca Jeffery
Creative Agency: The Hallway
Production Company: Scoundrel
Director: Ariel Martin
Executive Producers: Adrian Shapiro and Kate Gooden
Producer: Giordi Caputo
Director of Photography: Max Walter
Editor: Lucas Vazquez
Post-Production: Mr Fox
Colourist: Matt Fezz
Rumble Studios (Audio)
Music & Sound: Rumble Studios
Composer: Rino Darusman
Sound Designer: Tone Aston
Music & Sound EP: Michael Gie
Media Agency: Nunn Media
19 Comments
it certainly is a tank
Beautiful
Beautifully shot
Seen this same montage ad at least one hundred times, 10 years ago
Keep it up Hallwinians
This is great, well done team hallway.
VO sounds like a terrible mistranslation written by AI on drugs.
Give me VW Night Drive, Under Milkwood, but do it on a budget with less of an insight.
You can’t do that. You can’t just take an award winning VW ad and change the poem. Or if you’re going to maybe at least change the sprinkler and reflection shots https://www.youtube.com/watch?v=5U9I7QrpSkk
It’s been a week of ‘Inspiration’. First Telstra was ‘inspired by’ Creature Comforts, and now this, which was probably ‘inspired by’ the beautiful and very awarded VW Night Drive. Is ‘inspired by’ the Gen Z phrase for unoriginal?
I’ll have you know I have a lovely little voice. Thank you very much.
Marcus Graham
Solid
No substance
The VO thing, it’s almost impossible to understand. Have I not seen better versions of the same commercial years ago? Is it for the same car?
What’s the brand?
…Cats.
Someone popped a lazy pill!
This type of botched execution and lack of directorial vision is why clients are going with cheaper options.
This needed expressive nuance to really nail it, but instead feels like a confused mess.
It’s an interesting one… rip off something generic and derivitave or one of the most iconic pieces of film known in our industry, albeit one the punters wouldn’t know.
I’d say if you’re going to steal, go for the crown jewels. But as has been said before, shit copies, genius steals.