GWM Australia and New Zealand has debuted its first fully hybrid ute, the Cannon Alpha, launching a new campaign that showcases the model's powerful performance, off-road capabilities, and 3.5 tonne towing capacity.

The integrated campaign, 'Makes effort look effortless', was developed by independent creative agency, The Hallway. Launched in late May, it will run across TV, online video, social media, digital, and out of home.

Head of Marketing & Communications at GWM Australia & New Zealand, Steve Maciver, said: "This new campaign for the GWM Cannon Alpha showcases the world-class engineering that delivers a full hybrid powertrain to Australian ute buyers for the first time. Combining a familiar and often daunting scenario with a hint of humour, while demonstrating hybrid performance, this campaign should resonate well with potential buyers and help solidify GWM’s position as one of the country’s most innovative auto brands."

The hero TVC of the campaign features the Cannon Alpha towing a hefty boat from the water, up a boat ramp, and along a steep road with ease.

The Hallway's CCO & Partner, Simon Lee, said: "There are no doubt there are pubs in Australia that you’d be laughed out of if you mentioned the words ‘ute’ and ‘hybrid’ in the same sentence, so we knew there’d be some raised eyebrows at the launch of Australia’s first ever full hybrid ute. You’ve got to see it to believe it - and there’s nowhere better for a ute to prove its worth than in the cauldron of performance anxiety and machismo that is the steep Aussie boat ramp."