“Imagine a place where wild utes roam, where expert handlers capture them and harness their raw power, turning beasts into thoroughbreds. Well, that place is Walkinshaw Station, where Volkswagen Amaroks are engineered to become the only ute reared for the road.”

It’s a wonderfully evocative metaphor by DDB Sydney and The Glue Society through Revolver, that has been turned into a wonderfully evocative launch campaign for the Amarok V6 W-Series.

The ute series is a collaboration between Volkswagen and legendary performance tuning house, Walkinshaw. The exclusive utes are converted into W-Series in Clayton, Victoria, with the addition of features including custom 20-inch alloy wheels, Pirelli Scorpion tyres, performance-tuned suspension, and new aggressive styling. The flagship edition started with a presale in February, with Volkswagen selling 48 of the vehicles within six minutes.

DDB Chief Creative Officer, Ben Welsh, said: “Amarok has a long history of challenging ute category norms in Australia. That started with the Naked Ute and was built upon with the Too Powerful for TV campaign.

“The W-Series is the epitome of this attitude, because while every other ute company focuses on going off road, the Amarok goes against the herd with a ute that loves the road.”

Volkswagen Australia National Marketing and Product Manager at Volkswagen Australia, Nick Reid, added, “With Walkinshaw Station, we knew we’d capture the attention of ute enthusiasts.

“But the new Amarok V6 W-Series ute is designed for the road and drives like a grand tourer. So ute-owners and car drivers alike can imagine what it would feel like to get behind the wheel of a vehicle that performs like a thoroughbred.”

The TVC is supported by an augmented reality digital element, allowing the ute’s features to be inspected up close. There is also a website, featuring extra content and even a gift shop.

Volkswagen partnered with culture publisher, Broadsheet, on the merchandise – Amarok-inspired beef jerky, and hats. The premium content series with Broadsheet will go live in June, documenting the artisans’ creative and production process, and the Amarok W-Series’ role in it.

Credits:

Client:  Volkswagen Commercial Vehicles
National Marketing and Product Manager: Nicholas Reid
Product Marketing Manager: James Thompson
Marketing Communications Manager: Michelle Rowney

Agency: DDB
Chief Creative Officer Australia: Ben Welsh
Chief Creative Officer Sydney: Tara Ford
Chief Strategy Officer: Fran Clayton
Executive Creative Director: Matt Chandler
Creative Directors: Tommy Cehak & Tim Woolford
Senior Art Director: Elaine Li
Senior Copywriter: Jared Wicker
Creative: Miguel Gadea
Planning Director: James Davis
Managing Partner: Nick Russo
Senior Business Director: Nicole Drabsch
Business Director: Luke Thistleton
Business Executive: Rasheida Cooper
Head of Integrated Content: Renata Barbosa
Lead Senior Producer: Tania Jeram
Senior Print Producer: John Wood

Creative Partner (DDB Tribal): David Jackson
Group Business Director (DDB Tribal): Kenny McLeod
Project Manager (DDB Tribal): Sebastian Bennett-Leat
Business Manager (DDB Tribal): Alasdair Kay
Senior Business Manager (DDB Track): Harrison Schaap

Social Manager: Mo Komolafe
Head of Design: Ramon Rodriguez 
Senior Designer: Paul Jansen

Production Company: Revolver
Director: The Glue Society 
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Executive Producer: Jasmin Helliar
Producer: Cathy Rechichi
Director of Photography: Danny Rulhmann 
2nd Unit DOP:  Alex Dufficy

Drone: Heliguy 
Production Designer: Sam Hobbs
Wardrobe: Sandy Burcul
Casting: Toni Higginbotham Casting 
Stills Photographer: Milos Mlynarik

Post Production: The Glue Society Studios
Editor: The Glue Society
Post Producer:  Scott Stirling
Grade: Andy Clarkson
Online: Viv Baker

Sound Engineer: Myles Lowe @ Song Zu
Music:  Mahuia Bridgman-Cooper @ Franklin Rd 

Media Agency: PHD Sydney
Media Planning Director: Amie Wills
Media Investment Manager: Christine Chen
Media Head of Strategy: Mitch Long
Media Business Director: Dixie Garcia