GWM has launched its PHEP (Plug-in Hybrid Electric Pants) in a campaign via Thinkerbell.
Unveiled and tested in the lead up to GWM’s sponsorship of the 2025 City to Surf, the prototype pants were worn by Australian Decathlete Cedric Dubler.
“City to Surf gave us the perfect stage to showcase our technology in a surprising, light-hearted way,” GWM Steve Maciver said.
“The PHEP project was a fun, creative demonstration of what our VL2 feature can do, well beyond the expected.”
The pants were powered using GWM’s Vehicle to Load (V2L) feature, which enables appliances, and in this case, apparel to draw electricity from the car’s hybrid battery system.
Integrated with Electro Muscle Stimulation (EMS) technology, the PHEP helped activate fatigued muscle groups during a run.
“City to Surf was the perfect testing ground for this kind of tongue-in-cheek, or leg-in-pant, innovation,” said Thinkerbell CC Tom.
“The GWM PHEP project showed how hybrid energy systems can extend beyond automotive, into performance, recovery, and personal mobility… if you don’t mind plugging your shorts into your car.”
Credits
Client - GWM
Agency - Thinkerbell
Vert - Production Partner
