Project

Volkswagen Amarok: The Naked Ute

by The Glue Society

The Naked Ute was a film project for DDB Sydney and the Volkswagen Amarok. We challenged Australians' perceptions that the Amarok was a city ute by stripping it bare and allowing its performance to do the talking. The campaign started with a teaser component that asked the public to 'Guess The Naked Ute'. The Glue Society directed the project with Matt Devine taking on the TVCs and Jonathan Kneebone documenting four Aussie ute lovers who put The Naked Ute through its paces.