Utes are strong cars and brands have always put that at the forefront of their advertising, presented utes as rugged workhorse. Thinkerbell thinks differently. Its campaign for GWM’s Cannon and Cannon Alpha utes redefines strength as More Can Do – the ability to step up, help out and get more done, whether that’s at work, at home or somewhere up a mountain. More Can Do shifts the conversation away from adventure clichés and back toward capability, usefulness and ‘utility’ where utes originally earnt their place in Kiwi’s and Aussie’s lives.

The More Can Do platform also unites the Cannon range and sits within the entire GWM brand promise of Go With More.

The platform is grounded in a simple insight – humans have a fundamental desire to feel useful, and the GWM Cannon range has the utility to make you more handy to more people on more occasions.

Steve Maciver, head of marketing at GWM Australia and New Zealand, said the new platform reflects both where the category has drifted and where Cannon can credibly lead it, “Utes have never stopped being about strength, but the category has narrowed how that strength is shown,” said Maciver. “In Australia and New Zealand, utes remain one of the most important and fiercely contested parts of the new car market, because they’re relied on every single day. With the Cannon range, we’re shifting the focus back to usefulness – to what these vehicles actually enable people to do. ‘More Can-Do’ brings our entire range together under a single, confident idea that’s about real capability, not just image, and cements our place in a category that rewards vehicles that genuinely deliver.”

Thinkerbell’s head tinker, Sean McNicholas, added,  “The category keeps telling Kiwis and Aussies that strength looks like escape, but the truth is, strength is about being relied on. About being actually useful when it counts. This platform puts that utility back in you via our utes – and that’s a far more powerful behaviour to own than beach holidays.”

Credits 
Creative Agency: Thinkerbell
Client: GWM
Production: Rabbit
Media: Atomic 212

Director: Aimée-Lee Xu Hsien