The All-New Amarok - Born From Tough Love

Agency: DDB Sydney


Volkswagen has responded to the critics head on in a new, fully-integrated campaign that proves the all-new Amarok is the answer to the brutally honest criticism of the ute category.

In the launch film, Alan from Volkswagen embarks on an epic journey across the nation to prove the ute trolls wrong about their criticism. Alan has also taken over Volkswagen’s social media channels, responding to ute critics in a series of personalised responses and videos that hero the Amarok’s new features.

Created by DDB Sydney, Born from Tough Love tackles ute fans’ biggest pain points and engages with them directly on all mediums, across social media, radio, digital, OOH, cinema and TV.

This professional campaign titled 'The All-New Amarok - Born From Tough Love' was published in Australia in June, 2023. It was created for the brand: Volkswagen, by ad agency: DDB Sydney. This Integrated medium campaign is related to the Automotive industry and contains 2 media assets. It was submitted 3 months ago.


Client: Volkswagen Commercial Vehicles
Product: All-New Amarok
Title: The All-New Amarok - Born From Tough Love
Volkswagen Commercial Vehicles:
National Manager Marketing and Product: Nathan Johnson
Product Marketing Manager: James Thompson
Marketing Communications Manager: Sarah Walker
Marketing Specialist: Kelly Sheehan
Creative Agency: DDB Sydney
National Chief Creative Officer Australia: Stephen de Wolf
Chief Strategy Officer: Fran Clayton
Executive Creative Director: Matt Chandler
Executive Creative Director (Tribal): David Jackson
Senior Creativer: Andrew Torrisi
Senior Creative: Stephanie Allen
Planning Director: Joseph Smeaton
Managing Partner: Nick Russo
Senior Business Director: Laura Oleart
Business Executive: Oscar Kennedy
Group Head of Delivery: Adrian Jung
Senior Producer: Rene Shalala
Print Producer: Claudia Brookes
Digital Producer: Anna Sajo
Motion Designer: Vincent Salinos

Group Head of CX: Kenny McLeod
Business Manager (DDB Tribal): Alasdair Kay
PX Strategy Lead (DDB Track): Harrison Schaap
Senior Designer: Paul Jansen
Production Company: FINCH
Director: The Bobbsey Twins from Homicide
Managing Director/Executive Producer: Corey Esse
Executive Producer: Nick Simkins
Producer: Alexandra Taussig
Director of Photography: Lachlan Milne
Drone: HeliGuy
Production Designer: Jen Waters
Costume Designer: Janai Anselmi
Casting: Danny Long Casting
Stills Photographer: Chris Von Menge
Post Production: Atticus
Editor: Jack Hutchings
Music and Sound: Electric Sheep Music
Composer: Declan Harsent
Sound Designer: Georgia Collins
EP: Kate Stenhouse
Media Agency: PHD Sydney
Media Group Business Director: Kim Raicevich
Media Planning Director: Denise Martin
Media Digital Director: Josh Hover
Media Strategy Director: Zachary Kelly
Media Business Director: Anna Boldyreva
Media Investment Executive: Sarah Lynch


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