Volkswagen Amarok V6 balances everyone's needs in new campaign

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

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