Under a single range.
GWM unites its Cannon and Cannon Alpha utes under a single range in a campaign via Thinkerbell.
GWM Australia and New Zealand head of marketing, Steve Maciver, said the new platform reflects both where the category has drifted and where Cannon can credibly lead it.
“Utes have never stopped being about strength, but the category has narrowed how that strength is shown,” said Maciver.
“In Australia and New Zealand, utes remain one of the most important and fiercely contested parts of the new car market, because they’re relied on every single day.
“With the Cannon range, we’re shifting the focus back to usefulness – to what these vehicles actually enable people to do. ‘More Can-Do’ brings our entire range together under a single, confident idea that’s about real capability, not just image, and cements our place in a category that rewards vehicles that genuinely deliver.”
The “More Can-Do” platform will roll out nationally across brand, retail and comms.
“The category keeps telling Kiwis and Aussies that strength looks like escape, but the truth is, strength is about being relied on,” said Thinkerbell head tinker, Sean McNicholas.
“About being actually useful when it counts. This platform puts that utility back in you via our utes - and that’s a far more powerful behaviour to own than beach holidays.”
Credits
Creative agency: Thinkerbell
Client: GWM
Production: Rabbit
Director: Aimée-Lee Xu Hsien
Media: Atomic 212
