Hard-working Australians.
Kubota is recognising its hard-working customers in Australia and New Zealand in a campaign via VML.
“Kubota owners don’t see hard work as a grind – they genuinely love it,” said Kubota marketing manager, Mark Basile.
“They’re up early, pushing through tough conditions and constantly looking for better, more efficient ways to get the job done.
“Our ‘Love Tough’ platform reflects that mindset, and the role Kubota plays in it. It’s not just a line for this campaign; it’s a long-term brand platform that champions the people who live for tough work, and the machines and Kubota people they rely on to do it, day after day.”
The integrated campaign is now live and will continue to roll out across Australia and New Zealand in the coming months.
“Most categories like this talk about making hard work easier. But when we spent time with Kubota owners, we realised that’s not actually what they want,” said VML Melbourne & Sydney group executive creative director, Richard Williams.
“They don’t want to avoid the hard part – they take pride in it. ‘Love Tough’ flips the usual narrative. It’s not about escaping the work, it’s about celebrating the people who choose it.”
CREDITS
Brand: Kubota
Mark Basile – Marketing Manager
Matt Peek – Marketing Projects Manager
Ian Massicks – GM Sales & Marketing Operations
Laura Oswald – Marketing Communications Manager
Karolina Tobin – Trade Marketing Manager
Chantelle Bignoux – Trade Marketing Coordinator
Sarah Meakins – Marketing & Comms Coordinator
Masa Sato – Senior Graphic Designer
Agency: VML
Vanessa Tout – Managing Director
Sarah Bailey – Managing Director
Richard Williams – Group Executive Creative Director
Shaun Thomson – Senior Art Director
Blair Panozza – Senior Copywriter
Mel Herbert – Lead Producer
Rose Suys – Group Account Director
Jen Moffatt – Senior Account Director
Nick Taylor – Account Manager
Jimi Ayling – Senior Finished Artist
Production Company: Exit Films
Noah Marshall – Director
Wilf Sweetland – EP, Exit Films
Tom Davies – Producer, Exit Films
