GWM has captured the mood of the moment in its new campaign by The Hallway for the Tank 500 Hybrid off-road 4×4. The campaign encourages its audience to act on their inner desire to escape, reminding them that Out there awaits, spearheaded by a commercial directed by Scoundrel’s Ariel Martin.
The message “talks” to its audience’s emotions with both evocative imagery and an extract of Rudyard Kipling’s The Explorer, including the urging, “Go and look behind the ranges – something lost behind the ranges. Lost and waiting for you. Go!”
The full campaign covers TV, OOH, social and display.
The Hallway CCO & partner, Simon Lee, stated, “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.”
Steve Maciver, head of marketing & communications, GWM Australia & New Zealand, added, “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.”
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
