ADVERTISING creative agency DDB Group Sydney has leant on Banjo Paterson’s shoulder to rekindle the specialist art of breaking in horses for riding – only four wheels replaces four legs on the mythical Walkinshaw Station.

The ad agency’s campaign for the launch of the latest Amarok W-Series is set amongst a place where utes roam free and must be reared by expert handlers before they’re released onto the road.

DDB uses the brand proposition “Reared for the road” to stitch vehicle and horse, showing the Amarok utes as horses with handlers while emphasising the training required before they’re ready for the road.

Volkswagen Australia national marketing and product manager Nick Reid told media publication Mumbrella that the location of Walkinshaw Station was intentional, knowing that “we’d capture the attention of ute enthusiasts.”

“But the new Amarok V6 W-Series ute is designed for the road and drives like a grand tourer,” he said.

“So ute owners and car drivers alike can imagine what it would feel like to get behind the wheel of a vehicle that performs like a thoroughbred.”

The Amarok W-Series, launched in February as the flagship of the Volkswagen ute range, is enhanced by Melbourne-based Walkinshaw Automotive Group and available in two variants priced at $71,990 and $79,990 plus costs.

Features include 20-inch alloy wheels, Pirelli Scorpion tyres, performance-tuned suspension, underbody protection and bold styling trim.

DDB chief creative officer Ben Welsh said the campaign was about showing a ute that is launch-ready for the road.

“Amarok has a long history of challenging ute category norms in Australia,” he told Mumbrella.

“That started with the Naked Ute and was built upon with the Too Powerful for TV campaign.

“The W-Series is the epitome of this attitude, because while every other ute company focuses on going off-road, the Amarok goes against the herd with a ute that loves the road.”

The campaign is being supported by an augmented reality experience, merchandising and a special website walkinshawstation.com which includes a gift shop.

Media agency partner PHD’s group business director Kim Raicevich said: “The partnership with Broadsheet is a great platform to make Walkinshaw Station feel more tangible for consumers.

“It will provide the new Volkswagen Amarok W-Series with the ability to create excitement and a deeper engagement around its launch, and add impact in a highly competitive segment.”

By Neil Dowling