ABOUT

Despite being a class-leading workhorse, the Volkswagen Amarok’s sleek European styling and lack of heritage bred the perception that it was more show pony than workhorse. It seemed Aussie blokes were judging it by its cover. So we removed the cover.

We stripped the Amarok of everything that identified it, then asked some its harshest critics to judge it on performance alone. In conjunction, we ran a national unbranded teaser campaign, challenging the public to guess what it was.

Finally, we surprised everyone when we revealed that the Naked Ute was in fact an Amarok, proving that Tough Comes from Within.