Ad Nut
Oct 8, 2018

A tale of two 'ute-vertising' ads

Volkswagen and Ford vie for attention with new ads for their off-road utility vehicles. Prepare for dust clouds.

Two major car manufacturers have released new ads for their ute brands (Volkswagen, ad above; Ford, ad below), both launching in the Australian market. Let's compare! 

  Volkswagen ad by DDB Sydney Ford ad by GTB  Who wins? 
Car name Amarok V6 Ultimate 590 Ranger Raptor Ford. This car sounds like a dinosaur
Platform Teaser films, a 50-second spot at the Bathurst car race, support on digital and social TV, digital and social  
Ad USP Show that the car is the "most powerful ute in its class - a product benefit most marketers dream of" Show that the car is one "the likes of which the Australian market has never seen before", setting "a new benchmark in off-road capability"  
Ad concept (according to Ad Nut) Give the impression the car is so powerful that showing what it can actually do would break all rules of advertising.  Take cinematic shots of the car driving in a dramatic landscape. Like every other car ad ever.  Volkswagen. The concept is cheeky and much more original
Tools deployed to engage viewer Humour, via a diva-ish film director with a passion for hyperbolic animal metaphors ("it's like a wild animal, a big black wolf, pounding across its terrain, chasing down its prey"), a morose health and safety inspector and cheeky subtitles ("this was the money shot"). Also a well-developed and well-crafted storyline with multiple scenes and characters. Plus, stylish drone shots, high-speed corners, car flying through air and roaring engines Showing off Ford's history ("In 1934 we invented the ute"), stylish drone shots, high-speed corners, car flying through air, close-up on suspension system taking a beating, spraying mud, roaring engines Volkswagen. The ad is attention-grabbing and funny while keeping the car's power front and centre; little stands out about Ford's ad. 
Length 1 minute 30 seconds 30 seconds Ford. A speedy ad is a good ad, even if there's less content. 
Overall winner?  It has to be Volkswagen. Ad Nut loves that it doesn't take itself too seriously in this ad and is amusingly self-aware, while Ford doesn't offer anything noticeably different in this ad. 


Chief Creative Officer: Ben Welsh
Executive Creative Director: Tara Ford
Creative Partner: Jade Manning
Creative Partner: Vincent Osmond
Senior Creative: Tim Woolford
Senior Creative: Tommy Cehak
Managing Partner: Nick Russo
Senior Business Director: Astrid Noble
Business Manager: Luke Thistleton
Digital Business Manager: Christelle Quillien
Planning Partner: Graham Sweet
Head of Integrated Content: Sevda Cemo
Lead Senior Producer: Tania Jeram
Senior Digital Art Director: Berengere Sottas
Senior Designer: Paul Jansen
National Marketing Manager: Nick Reid
Product Marketing Manager: James Thompson
Retail and Digital Communications Manager: Nathan Johnson
Production Company: Goodoil Films
Director: Adam Stevens
Executive Producer: Sam Long
Producer: Catherine Warner
DOP: Daniel Ardilley
Editor: Mark Burnett from The Editors, Sydney
Assistant Editor: Grace Eyre from The Editors, Sydney
Grade: Ben Eagleton from BE
Online/VFX: Nigel Mortimer, Stefan Coory
Post Production: Blockhead VFX, Sydney
Sound Engineer: Anthony Aston, Rumble Studios
Music: Johnny Green, Rumble Studios
Media agency: PHD Sydney


Client: Ford Motor Company
General Manager of Marketing – Daniella Winter
Marketing strategy and communications manager – Tony Jordan
Marketing communications manager – David Noonan
Marketing analyst – Thomas Smith
Agency: GTB
Media Director: Mark Bennett
Offline Media Director: Libby Shaw
Digital Media Manager: Kate Emberley
Executive Creative Director – Jon-Paul Jacques
Creative Group Head – Michael Mulcahy
Associate Creative Director – Andy Segal & Chris Hince
Senior Creative - Tim O’Shea
Senior Producer - Zaylee Saydam
Head of Strategy – Anuj Mehra
Account Director – Blade Griffiths
Account Manager – Rima Gurbani
Account Executive – Michelle Ho

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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