Volkswagen Australia has launched the latest version of its Tough feels better in an Amarok campaign.
It’s the first campaign from Bernbach – the bespoke global agency – created exclusively for the Volkswagen Group.
The campaign highlights the Amarok V6’s defining feature: superior off-road capability balanced with an unexpectedly refined and comfortable driving experience.
A wedding race across rugged terrain in an Amarok V6
The hero film of the campaign, directed by Good Oil director Torstein Bjørklund, follows a couple racing to make it to a wedding on time.
A last-minute shortcut sends them across unforgiving Australian terrain, which the Amarok tackles with ease, while the cabin remains calm, composed and polished.
“Everyone recognises a ute needs to be tough. What truly sets the Amarok V6 apart in such a competitive segment is the way it feels on the road,” says Steve Hey, Creative Director on the campaign.
“This campaign brings that superior drive experience to life, delivered with a distinctly Volkswagen perspective.”
Creative Director Anna Paine said the concept leaned into the contrast between the Amarok’s exterior toughness and interior comfort.
“Nobody wants to turn up to a wedding looking worse for wear. Fortunately, if you arrive in an Amarok, the exterior might show signs of a serious off-road challenge, but you certainly won’t.”
Creative Director Owen Bryson added: “When we noticed one of Australia’s toughest utes had vanity mirrors, that obviously needed to be explored.”
Renewed focus on Amarok’s V6 credentials
The campaign signals a renewed push behind Amarok’s V6 positioning in 2026, ahead of the launch of the highly anticipated Walkinshaw variant later this year.
Michelle Rowney, Head of Marketing & Product, Volkswagen Commercial Vehicles, said the work speaks to changing expectations among ute buyers.
“Amarok has always delivered the toughness Australians expect from a V6 ute, but more drivers are now looking for vehicles that seamlessly support both work and lifestyle. This campaign speaks directly to those customers: people who want capability, without compromising on drivability or a premium feel.”
An historic agency relationship continues
Bernbach was established as Volkswagen Group’s global bespoke agency, honouring the legacy of DDB co-founder Bill Bernbach and his groundbreaking 1959 Think small campaign for the Volkswagen Beetle.
That work reshaped advertising conventions and marked the beginning of a 67-year relationship with the brand.
Volkswagen Group Australia’s creative relationship will now continue exclusively with Bernbach, under the Omnicom umbrella.
The Amarok hero film launches this week, supported by a national rollout across digital, social, out-of-home and radio.
Credits:
*Volkswagen Commercial Vehicles: *
Nathan Johnson: Director
Michelle Rowney: Head of Marketing & Product
Jack Jameson: Marketing Communications Manager
Michael Cenci: Product Manager
Bernbach, part of the Omnicom family
PHD Media
Production Partners:
Good Oil: Production Company
Torstein Bjørklund: Director
ARC: Post Production
Studio Tonic: Music and Sound