Australia’s first ever fully hybrid ute is a big deal – if you can make Australian ute buyers, traditionally looking for grunt, take notice. The Hallmark realised it needed not to fall into the comfort of using ute ad conventions for GWM Australia and New Zealand’s Cannon Alpha Hybrid. Instead, it used a boat, a boat ramp and a steep road.

The campaign, with the tagline Makes effort look effortless, demonstrates the powerful performance and off-road capabilities of the Cannon Alpha in an unforgiving, rugged, windswept location. Equally unforgiving and rugged-looking locals watch on with scepticism, until the Cannon Alpha impresses by rising effortlessly to the challenge and tows a hefty boat from the water, up the boat ramp and along a steep road with ease.

The Hallway CCO & partner, Simon Lee, stated “There are no doubt there are pubs in Australia that you’d be laughed out of if you mentioned the words ‘ute’ and ‘hybrid’ in the same sentence, so we knew there’d be some raised eyebrows at the launch of Australia’s first ever full hybrid ute. You’ve got to see it to believe it – and there’s nowhere better for a ute to prove its worth than in the cauldron of performance anxiety and machismo that is the steep Aussie boat ramp.”

Steve Maciver, head of marketing & communications, GWM Australia & New Zealand, added, “This new campaign for the GWM Cannon Alpha showcases the world-class engineering that delivers a full hybrid powertrain to Australian ute buyers for the first time. Combining a familiar and often daunting scenario with a hint of humour, while demonstrating hybrid performance, this campaign should resonate well with potential buyers and help solidify GWM’s position as one of the country’s most innovative auto brands.”

The campaign launched in late May and will run across TV, online video, social media, digital and out of home. 

Credits
Client: GWM Australia & New Zealand
Head of Marketing & Communications: Steve Maciver
Marketing Specialist: Rebecca Jeffery 

Creative Agency: The Hallway 

Production Company: Scoundrel
Executive Producers: Adrian Shapiro & Kate Gooden
Director: Ariel Martin
Producer: Giordi Caputo
Director of Photography: Max Walter
Editor: Lucas Vazquez
Post-Production: Mr Fox
Colourist: Matt Fezz

Music & Sound: Rumble Studios
Composer: Rino Darusman
Sound Designer: Tone Aston
Executive Producer: Michael Gie

Media: Nunn Media