The campaign uses real fail videos of overloaded, underpowered work utes unable to get the job done, before showing how the Canter can more easily and legally carry bigger, heavier, longer loads.

Glenn Dalton, Chief Creative Officer at Akkomplice says, “I recently bought some timber to build a pergola, and when the forklift loaded the 3.6m lengths on my little trailer, there was an obvious disconnect between my weekend-warrior ambition and my rusty trailer’s ability. With Initial social engagement figures off the charts, we hope the ‘Ute can’t be serious’ campaign triggers the same realisation for many tradies who have outgrown their poor work utes.

“It’s been great to deliver a social-first campaign for a brand like Fuso that eschews the usual cliches of this category and captures attention from mobile screens to the walls of worksite dunnies around the nation” added Kenny Hill, Founder of Akkomplice.

The campaign is live now on social platforms, across News Corp digital sites and out-of-home around worksite locations.