Saatchi & Saatchi launched its new unbreakable Toyota ute (Hilux) with an all-Aussie torture test ad last week.

In the US, a ute is known as a midsize pickup – or if it’s a Toyota, the Tacoma.

And Toyota’s agencies, Saatchi & Saatchi Los Angeles and Conill (Toyota’s Hispanic marketing agency), also “wanted to show off the Toyota ute’s extreme adaptability and tougher-than-nails capabilities, appealing to the adventurer’s insatiable appetite for defying limitations.

“The Tacoma creative targets those addicted to authentic, adventurous living without boundaries, where dirt clouds and mud sprays are rites of passage,” S&S explained.

Here’s how S&S and Conill got that audience excited:

The social media elements of the campaign include a series of dynamic videos, which use the latest in visual and targeting technology to show the Tacoma in action. On Facebook and Twitter the videos focus on the target’s group interests – specifically, BMX racing, dirt bikes, ATV, snowboarding and snowmobiling.

Instagram activations use snippets of slow motion video, shot in bullet time with 4k technology, that show the tough Tacoma in off-roading action from different angles and a stop-motion video pays tribute to Tacoma owners and trucks at play. Tacoma owners are encouraged to submit their Instagram photos to be featured in the series of videos.

Jason Schragger, chief creative officer, Saatchi & Saatchi Los Angeles, commented, “We not only wanted to ignite the passion for exploring the great outdoors, but also show that playing in the mud should never get old, even when you become an adult.”

For the Hispanic market, Conill added a competitive event called Sal a Jugar (Go Out & Play) to measure the level of fun participants had driving the Tacoma. Special wristbands monitored the electrodermal activity of each person on competing teams during a series of outdoor challenges.

A 2 minute video chronicles the experience from start to finish, and snippets are seeded across social media and digital channels. Each “snackable” video focuses on an engaging piece of the experiment, encouraging viewers to watch the full story on YouTube.