Volkswagen : Naked Ute

DDB, Sydney

The Glue Society

Revolver

In Australia, the VW Amarok’s sleek European styling and 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 along with everything that identified it, forcing the ute-driving critics to judge it on performance alone. And it came through with shining colours.