An anonymous driver puts an anonymous ute to the ultimate test, in some of the roughest, toughest terrain Australia has to offer.

This TVC was created to challenge preconceived misconceptions regarding the VW Amarok, ie. that it is a 'City Ute'. Part of a full integrated campaign, the Amarok had its badges stripped and was put to the test by different Australia ute drivers. The public was then asked to 'Guess the Naked Ute' via a teaser campaign on television, social and online, with more than 100,000 ute lovers voting in an online poll.