The Royals

Tough conversations

Mercedes-Benz

The Ute category has been built on a history of 'toughness' defined by traditional masculine stereotypes of strength, ruggedness and towing capacity. But Australia is changing and toughness can no longer be defined by muscles and macho. It’s more complex than that, but traditional Ute advertising keeps hammering home the same lazy stereotypes and talking down to Aussie blokes.

So we did the opposite and bought Henry Rollins, a man who has lived through his own evolution of tough, over to Australia to ‘redefine toughness’ and start a cultural conversation that seemed lacking, particularly from a male perspective.

  • #1podcastwithin 48 hours of release

  • 9,800people registered their interest, surpassing our goal by 40%

  • The Royals are true partners to our business. They are passionate about our challenges, they are invested in making things happen and most importantly, they listen and work with us to achieve great results. They are an extension to my team and are easily the best agency/client relationship I've have ever experienced.
    Katherine GraceyMarketing Manager, Mercedes-Benz Vans
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