Following last week’s Makes effort look effortless campaign introducing Chinese autobrand GWM’s Cannon Alpha Hybrid to the Australia and New Zealand ute market, independent creative agency The Hallway has followed up with work debuting the GWM Tank 500 Hybrid off-road 4×4.
The latest campaign, Out there awaits, an extension of the See You Out There creative platform, is spearheaded by a 30 second film directed by Scoundrel’s Ariel Martin.
The film encourages viewers to act on their inner desire to escape through the narrated words of English novelist and poet Rudyard Kipling, author of The Jungle Book, as it follows the driver’s journey from Australian suburbia to rugged mountain ranges.
In Kipling’s words from his poem, The Explorer: “Go and look behind the Ranges – Something lost behind the Ranges. Lost and waiting for you. Go!”
“There’s a voice inside all of us that sometimes urges us to escape from the confines of our daily lives. This campaign reminds us how important it is not just to hear but also to heed that inner voice,” explained The Hallway CCO and partner, Simon Lee.
GWM ANZ head of marketing and communications, Steve Maciver, believes “even at a more premium end of the market, Tank 500 offers undeniable value and is set to shake up the SUV segment.
“As our newest flagship, seven-seater SUV, the Tank 500 offers Australians the opportunity to explore the best this great land has to offer – and to do it in supreme comfort while surrounded by the latest technology, as this latest campaign shows.”
The campaign is currently rolling out across TV, OOH, social, and display.
The Hallway’s work for GWM follows a trove of ute campaigns that have cropped up since the start of the year. In March, Innocean made headlines with its Aussie sports-star studded campaign that teased the first ever Kia ute. And DDB Sydney launched Roo Badge for Volkswagen’s Amarok ute.
In April, JAC Motors appointed earned-first creative agency We Are Different as its earned, social, and influencer agency partner in Australia, tasked with introducing the brand to the Aussie market, focussing on the launch of its first Australian-delivered passenger vehicle, the JAC T9 Ute.
See also:
82m impressions in four days: How Kia’s big ute ad exceeded CMO and Innocean’s expectations
We Are Different to lead JAC Motors’ earned, social, influencer work
Credits:
Creative agency: The Hallway
Scoundrel
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
Audio: Rumble Studios
Music and sound: Rumble Studios
Composer: Rino Darusman
Sound Designer: Tone Aston
Music and sound EP: Michael Gie
Media: Nunn Media