Despite being a class-leading workhorse, the Volkswagen Amarok’s sleek European styling and lack of perceived heritage bred the perception that it was more show pony than workhorse. It seemed Aussie blokes were judging it by its cover. So we removed the cover. We stripped the Amarok of everything that identified it, then asked some its harshest critics to judge it on performance alone. In conjunction, we ran a national unbranded teaser campaign, challenging the public to guess what it was. Finally we surprised everyone when we revealed that the Naked Ute was in fact an Volkswagen Amarok, proving that Tough Comes from Within.

An anonymous driver puts an anonymous ute to the ultimate test, in some of the roughest, toughest terrain Australia has to offer.

We stripped back the Volkswagen Amarok and then had the toughest critics put it to the test themselves. This meant they were able to test drive it – and provide their straight up opinions and comparisons of its performance to their own (brands of competitors’) Utes. Across the board the Ute lovers were impressed and surprised that the unidentified vehicle they had been driving was in fact a Volkswagen Amarok. We captured all of this and created a series of content films that were rolled out across all mediums as well as a cinematic TVC to showcase the toughness of the Amarok.