Volkswagen’s humour continues with a story that takes the Amarok and two wedding guests into uncharted territory – the tough terrain of rural Australia.
The new edition of Volkswagen Australia’s Tough feels better in an Amarok platform,highlights the vehicle’s unique balance of V6 capability and travelling comfort, in a campaign from Bernbach, the specialist agency for Volkswagen within the Omnicom family. The hero film was directed by Good Oil’s Torstein Bjørklund.
“Everyone recognises a ute needs to be tough. What truly sets the Amarok V6 apart in such a competitive segment is the way it feels on the road,” stated Steve Hey, creative director on the campaign. “This campaign brings that superior drive experience to life, delivered with a distinctly Volkswagen perspective.”
Creative director, Anna Paine, added, “Nobody wants to turn up to a wedding looking worse for wear. Fortunately, if you arrive in an Amarok, the exterior might show signs of a serious off-road challenge, but you certainly won’t.”
Creative director, Owen Bryson, commented, “When we noticed one of Australia’s toughest utes had vanity mirrors, that obviously needed to be explored.”
The campaign marks Volkswagen’s renewed focus on Amarok’s V6 credentials in 2026, with the Walkinshaw variant launching later in the year.
Michelle Rowney, head of marketing & product, Volkswagen Commercial Vehicles, stated, “Amarok has always delivered the toughness Australians expect from a V6 ute, but more drivers are now looking for vehicles that seamlessly support both work and lifestyle. This campaign speaks directly to those customers: people who want capability, without compromising on drivability or a premium feel.”
The Amarok hero film is part of an Australia-wide campaign covering digital, social, out-of-home and radio channels.
Credits:
Client: Volkswagen Commercial Vehicles
Director: Nathan Johnson
Head of Marketing & Product: Michelle Rowney
Marketing Communications Manager: Jack Jameson
Product Manager: Michael Cenci
Creative Agency: Bernbach, part of the Omnicom family
Media: PHD Media
Production Company: Good Oil
Director: Torstein Bjørklund
Post Production: ARC
Music & Sound: Studio Tonic
