The campaign claims the Australian turn-of-phrase, “chuck it in the ute” for the GWM Cannon.
GWM has launched ‘chuck more in’ via Thinkerbell.
The campaign claims the Australian turn-of-phrase, “chuck it in the ute” for the GWM Cannon, and expands its meaning.
The creative tells Australians that they can do more than chuck a heavy load in the Cannon’s rugged tub - they can chuck the most delicate and important objects and the pickiest 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, they continue to localise the brand in Australia and New Zealand.
The new Cannon is expected to 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.
Thinkerbell head creative tinker Sean McNichols said launching the Cannon has been an incredible way to kick off the agency's relationship with GWM.
"By digging up a cultural nugget, and sprinkling some magic on it, we’ve chucked the Cannon into a space of its own in the ute market - and started to show people you can get much more car with GWM," he said.
GWM head of marketing and communications Steve Maciver said the campaign builds meaning into the organising idea, Go With More.
"The launch of the Cannon, accompanied by such a strong campaign, makes clear to new car buyers that GWM is ready to Go With More in 2025," he said.
The work launched nationally across digital, social, TV and OOH.
Credits:
Client: GWM
Agency: Thinkerbell
Production Co: MOFA
Director: Nick Kelly
Post House: ARC Edit
Music Composer: Jonny Higgins
Sound: Rumble
Casting: Ben Parkinson
