Volkswagen do Brasil has launched a campaign for the new Amarok V6, highlighting its modernity, safety and strength in agribusiness. The pickup truck, which is the most powerful in the segment, has a V6 engine with 258 hp and 272 hp overboost, as well as an updated design.
Developed by AlmapBBDO and launched in Brazil and Argentina, the campaign includes 30”, 60” and 90” films with the title “New Amarok V6. Loaded with brute force”. The immersive production highlights the power and robustness of the pickup, drawing a parallel between the vehicle and life in the countryside, in partnership with a horse.
“A campaign for Latin America is always a challenge, because there are several cultures involved. Since our goal was to demonstrate the strength of the New Amarok V6 and position it as the ideal partner for those in agriculture, we brought another universally recognized partner to the story: a horse. Mutual strength and admiration,” explains Eduardo Lima, Creative Director at AlmapBBDO.
The campaign aims to reinforce the roots of rural life and highlight the Amarok V6 as the ideal choice for any terrain. “The New Amarok is one of the most important launches of the year for Volkswagen, the automotive sector and agribusiness. Now, the pickup truck is even more modern, safer and a major force in agriculture,” says Livia Kinoshita, Marketing Communications Director for Volkswagen Brazil and the South American Region.
Produced at the General Pacheco plant in Argentina, the Amarok is a key model in Volkswagen’s strategy in Latin America, with more than 740,000 units produced, of which 65% were exported to more than 35 countries.
The campaign is present on the main digital channels and on TV, with a special focus on programs related to agribusiness. In addition, the New Amarok V6 is a sponsor of events such as the Festa do Peão de Boiadeiro de Barretos and the Circuito Sertanejo on TV Globo.
Volkswagen maintains the prices of the New Amarok V6 for the three versions (Comfortline, Highline and Extreme), all with 4Motion traction and double cabin, and extends the factory warranty to five years. The model also arrives with a renewed design and new technologies, including advanced driving assistance system and customization options.
With these new features, Volkswagen reinforces the Amarok’s position as an icon of strength and versatility in the pickup truck market, maintaining its commitment to quality and innovation.
Brazil Version
Argentine Version
Technical sheet
Agency: AlmapBBDO
Advertiser: Volkswagen
Title: Birth
Product: Amarok
President and CEO: Philip Bartholomew
CCO: Luiz Sanches and Ham
Executive Creative Directors: Edu Lima and Rodrigo Adam
Creative Directors: Daniel Chagas and Daniell Rezende
Creation: Francis Alan, Gustavo Tasselli and Rodrigo Adam
Service: Christiano Bock, Mariana Nanes, Stephanie Gasparini, Juliana Stern, Fernanda Waniarka
Planning: Sergio Katz, Marcelo Bazan, Lavieri Junior, Ana Carolina de Losso, Beatriz Freitas
Content Strategy: Talita C. de Souza, Cristiana Uehara, Otavio Nadaleto, Hannamy Layla, Beatriz Pelegrim, Samuel Coelho and Beatriz Amâncio
CDMO: Rafaela Alves
Media: Luana Guerra Gallizzi, Laura Almeida Paganini Martins, Lucas Fanti Del Vage, Pedro de Lacerda Humber
Data: Bruno Miracco, Diego Rodrigues, Amanda Rosa, Aline Torquato, Matheus Rodrigues, Christian Crea, Victor Castilho, Mario Filho
Social Insights: Gustavo Silva Arakawa, Leonardo Pereira Lago
Head of creative tech: Lillian Cavallini
Project Lead: Sabrina Ramiles
Project Manager: Vinicyus Maciel and Walter da Matta
UX: Paul Savella
SEO: Mayk Souza
Graphic Producer: Jose Roberto Bezerra, Rose Ribeiro
Audiovisual Production: Diego Villas Boas, Vera Jacinto, Marcia Granja and Aline Silva
PRODUCER: Landia
STAGE DIRECTOR: Agustin Carbonere
MANAGING DIRECTORS & EP – ARGENTINA: Adrian D’Amario and Diego Dutil
MANAGING DIRECTORS & EP – BRASIL: Carol Dantas and Sebastian Hall
ASSOCIATE EXECUTIVE PRODUCER: Valentina Baisch
EXECUTIVE PRODUCER: Larissa Dolphins
EXECUTIVE PRODUCTION ASSISTANT: Renan Coutinho
LINE PRODUCER: Melina Nicocia
HR / DE&: Samuel Mendes
CREATIVE ASST.: Nacho Perez Elgorriaga, Thayna Pacheco, Matheo Fernandes, Ferpa Dias and Anna de Assis
COORDINATION: Luciana Andrade and Cidy Campos
FACILITIES: Neia Santos
STAGE DIRECTOR 2ND UNIT: Clemente
1st ASSISTANT DIRECTOR: Silvana Sabastano
2ND ASSISTANT DIRECTOR: Paula Montes Bermudez
DIRECTOR OF PHOTOGRAPHY: Luciano Badaracco
ART DIRECTORS: Chopy Casariego and Magdalena Peralta
COSTUME DESIGNER: Federico Castellon Arrieta
PHOTO STILL: The Vocalino
PRODUCTION DIRECTOR: Camila Milman
PRODUCTION ASSISTANTS: Lautaro Canavesio, Valentin Dutil and Delfina Cunningham
LEASE PRODUCER: Diego Ledesma
MAKE UP & HAIR: Claudia Penas
POST PRODUCTION: Clan VFX
HERO FILM EDITOR: Ivan Kanter
DIGITAL FILM EDITOR: Philip Rizzo
COLOR CORRECTION: Bleach (Serginho Pasqualino)
Sound producer: PUNCH AUDIO
Production: Cristiano Pinheiro and Mariano Alvarez
Creation: Cristiano Pinheiro, Mariano Alvarez and Ben Noble
Executive Producer: Lili D.Aragoni
Service: Gabi Takan and Ale Pais
Production Coordination: Cristiane Oliveira and Karina Coviello
Mixing and Finalization: Gustavo Guanaes, Ian Sierra, Rodrigo Tuchê and Jimmy Gressler
Volkswagen: Livia Kinoshita, Helena Oliveira, Marileide Negrini da Silva, Laura Dante Bortoluci, Thayrine Pivetta Guerino
