VW has real pulling power

Get set: VW Amarok launched by Iris Experience at Berkshire Brewery, where four Amaroks pulled down a 150-ton chimney
Get set: VW Amarok launched by Iris Experience at Berkshire Brewery, where four Amaroks pulled down a 150-ton chimney
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International demolition and decommissioning expert EDS has helped Volkswagen add the “Wow” factor to its latest promotional film.

Volkswagen’s creative agency approached Sheffield-based EDS to see if it could provide a challenge that would demonstrate the pulling power of the car firm’s new Amarok pick-up.

The answer turned out to be a 200 foot tall chimney, weighing in at around 150 tonnes at the Berkshire Brewery in Reading, which EDS is demolishing.

Eldon Stevens, from EDS, said: “Much of our work involves conducting specialist, large scale, highly complex projects so we were open to working with Volkswagen on their launch idea.

“The chimney is almost as high as Westminster Abbey so we knew that it would have the wow factor for the film, it was just a case of working out the logistics.

“A chimney of this size would typically be pulled over with a 40 tonne excavator so the trucks were weighed down for added traction and fitted with quick-release mechanisms for the safety of the drivers. The result is a unique and powerful film which we are proud to have supported Volkswagen with the production of.”

The advert can be viewed at http://www.youtube.com/user/vwcommercialvehicles.