Nick ‘Honey Badger’ Cummins is the new face of Volkswagen’s Amarok

Aussie cult hero, Nick ‘Honey Badger’ Cummins, has signed a new multi-year partnership with Volkswagen's Amarok line of vehicles.

The announcement today comes off the back of the Honey Badger’s ‘Meanwhile In Australia’ series, which had its world premiere last week on National Geographic.

The show followed Nick’s adventures in his Amarok V6 Turbo-diesel as he travelled along the Southern coast of Australia, from Port Lincoln to the Margaret River, hunting for the unique personalities that give Australia its character and charisma.

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Volkswagen kicked off their association with Cummins late last year, with the Volkswagen Amarok Extended Test Drive social campaign.

The Volkswagen partnership was procured through Cummins’ Commercial Manager and CEO of Lampoon Group, Josh White, who said,

“This is a partnership we have been building out with Volkswagen for the last 18 months. We believe Volkswagen Amarok’s positioning with Nick is spot-on and compliments the adventurous outdoor lifestyle he leads. We are excited to see this association come to life over the coming years and beyond.” 

Cummins will feature in a line of on-going social, digital and retail television campaigns for Volkswagen Amarok.

Nick Reid, Volkswagen Australia’s Commercial Marketing Manager, said,

“Volkswagen Commercial Vehicles is excited to partner with Nick and feel that his adventurous lifestyle and love for the Australian outback is a perfect fit to the Amarok brand. Over the next few years we look forward to sharing Nick’s stories as he tours the country in his Amarok V6 Turbo-diesel.”

The Volkswagen deal is the latest in a strong list of brand partnerships and campaigns Lampoon Group has developed for Cummins, including Tradie Underwear, GoPro, Under Armour, Head & Shoulders, Meat & Livestock Australia, Samsung and The Iconic.

Other athletes in Lampoon Group’s Talent division include Women’s Sevens Rugby star and Rio Olympic Gold Medalist, Charlotte Caslick, and world #2 Freestyle Aerial Skier and duel Winter Olympian, Danielle Scott.