Born of Tough Love

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.