The campaign claims the classic Aussie turn-of-phrase, “chuck it in the ute” for the GWM Cannon, and expands its meaning. The idea is founded on a product truth – that the new Cannon has more power, tech, safety and style chucked in, at a value that is unmatched in the category. This means you can do more than chuck a heavy load in the Cannon’s rugged tub – you can chuck the most delicate and important objects, and the most picky and particularly people, in its refined interior too.
The work is the first of a suite of new vehicle launches and brand activations on the calendar for GWM via Thinkerbell this year, as together, we continue to localise the brand in Australia and New Zealand, create consistency across the portfolio, and build meaning into the organising idea, Go With More. The new Cannon will play an important role in delivering further sales success for GWM, building on their momentum with nearly 46,000 sales across the ANZ region in 2024.
So… chuck it in the ute!
