Volkswagen responds to critics in new Amarok ‘Born from Tough Love’ campaign via DDB Sydney


Volkswagen has responded to the critics head on in a new, fully-integrated campaign via DDB Sydney, 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 the 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.

Says Nathan Johnson, head of marketing and product, Volkswagen Commercial Vehicles: “The next-gen Amarok was designed in Australia over the last three years, reimagined to introduce more tech, advanced safety, a completely new design and epic power. By addressing ute fans’ valid criticisms, we’ve created a ute without compromise. The new Amarok is the ute Born From Tough Love.”

Says Matt Chandler, executive creative director, DDB Sydney: “We all know the comments section can be a brutal place, so it was cathartic to see the Volkswagen team get out there and take on the trolls with the truth about the All-New Amarok.”

Says Fran Clayton, chief strategy officer, DDB Sydney: “Unlike most categories, utes are a conversation, not just a product. Our approach on Amarok is always to start with the conversation and find ways to play with it. Aussies’ love for utes comes with high expectations and vocal critics who deserve a response.”

Says Josh Hover, group digital director, PHD Australia: “Volkswagen’s launch of the All-New Amarok exemplifies the team’s unwavering commitment to innovation in the realm of technology-driven media campaigns. By leveraging cutting-edge practices, Volkswagen has taken bold strides to deliver powerful awareness and foster strong consideration among ute intenders.”

Born From Tough Love is the latest chapter in the Amarok story. A long line of famous work launching the Amarok over the years includes Naked Ute, Too Powerful for TV, and Walkinshaw Station.

Volkswagen responds to critics in new Amarok ‘Born from Tough Love’ campaign via DDB Sydney

Client: Volkswagen Commercial Vehicles
Product: All-New Amarok
Title: The All-New Amarok – Born From Tough Love

Volkswagen Commercial Vehicles:
National Manager Marketing and Product: Nathan Johnson
Product Marketing Manager: James Thompson
Marketing Communications Manager: Sarah Walker
Marketing Specialist: Kelly Sheehan

Creative Agency: DDB Sydney
National Chief Creative Officer Australia: Stephen de Wolf
Chief Strategy Officer: Fran Clayton
Executive Creative Director: Matt Chandler
Executive Creative Director (Tribal): David Jackson
Senior Creative: Andrew Torrisi
Senior Creative: Stephanie Allen
Planning Director: Joseph Smeaton
Managing Partner: Nick Russo
Senior Business Director: Laura Oleart
Business Executive: Oscar Kennedy
Group Head of Delivery: Adrian Jung
Senior Producer: Rene Shalala
Print Producer: Claudia Brookes
Digital Producer: Anna Sajo
Motion Designer: Vincent Salinos
Group Head of CX: Kenny McLeod
Business Manager (DDB Tribal): Alasdair Kay
PX Strategy Lead (DDB Track): Harrison Schaap
Senior Designer: Paul Jansen

Production Company: FINCH
Director: The Bobbsey Twins from Homicide
Managing Director/Executive Producer: Corey Esse
Executive Producer: Nick Simkins
Producer: Alexandra Taussig
Director of Photography: Lachlan Milne
Drone: HeliGuy
Production Designer: Jen Waters
Costume Designer: Janai Anselmi
Casting: Danny Long Casting
Stills Photographer: Chris Von Menge
Post Production: Atticus
Music and Sound: Electric Sheep Music
Composer: Declan Harsent
Sound Designer: Georgia Collins
EP: Kate Stenhouse

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