The Hallway launches Australia’s first hybrid ute: GWM Cannon Alpha Hybrid

The Hallway - GWM

“We knew there’d be some raised eyebrows at the launch of Australia’s first ever full hybrid ute.”

The Hallway has introduced GWM Australia and New Zealand’s Cannon Alpha Hybrid as a new entrant in the ute market in a new campaign, Makes effort look effortless.

In the campaign, the independent agency showcases the Cannon Alpha Hybrid’s performance, off-road capabilities, and advanced engineering technology.

The hero TVC opens to a rugged, windswept location with equally rugged-looking locals watching on as the Cannon Alpha rises to the challenge and tows a hefty boat from the water, up the boat ramp, and along a steep road with ease.

Simon Lee, The Hallway CCO and partner, said: “There are no doubt there are pubs in Australia that you’d be laughed out of if you mentioned the words ‘ute’ and ‘hybrid’ in the same sentence, so we knew there’d be some raised eyebrows at the launch of Australia’s first ever full hybrid ute.

“You’ve got to see it to believe it – and there’s nowhere better for a ute to prove its worth than in the cauldron of performance anxiety and machismo that is the steep Aussie boat ramp.”

The integrated campaign launched in late May and will run across TV, online video, social media, digital and out of home. 

“This new campaign for the GWM Cannon Alpha showcases the world-class engineering that delivers a full hybrid powertrain to Australian ute buyers for the first time,” Steve Maciver, head of marketing and communications, GWM Australia and New Zealand, added.

The Hallway - GWM

“Combining a familiar and often daunting scenario with a hint of humour, while demonstrating hybrid performance, this campaign should resonate well with potential buyers and help solidify GWM’s position as one of the country’s most innovative auto brands.”

The Hallway - GWM


Client: GWM Australia & New Zealand
Head of Marketing & Communications: Steve Maciver
Marketing Specialist: Rebecca Jeffery 

Creative Agency: The Hallway 

Executive Producers: Adrian Shapiro and Kate Gooden
Director: Ariel Martin
Producer: Giordi Caputo
Director of Photography: Max Walter
Editor: Lucas Vazquez
Post-Production: Mr Fox
Colourist: Matt Fezz

Rumble Studios (Audio)
Music & Sound: Rumble Studios
Composer: Rino Darusman
Sound Designer: Tone Aston
Music & Sound EP: Michael Gie

Media: Nunn Media

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