S&S has kept the Toyota Hilux at the top of ute wish lists in New Zealand since 2011. You can bet it will stay there now.
The first, a hallmark [read: exaggerated] boy’s tale that showed the Hilux is Tougher Than You Can Imagine…
…introduced the two characters that would link the Hilux’ ads from one campaign to the next.
And in March this year, in three little ads, the men reminded Kiwis that (and why) Hilux has been New Zealand’s fave ute since 1982.
Now there’s a new ad collection. It’s shorter, sillier and even more compellingly hilarious. Saatchi & Saatchi spared its audience all the boring tech-babble again, and went gung ho on appeal. Watch closely – every Hilux feature gets its moment in the sun in at least one ad. There are ten 15 second spots in all.
So how did S&S do it? First, it secured sponsorship of One Weather (TVNZ’s weather forecast programme). And then it went to town with mad ideas for the mono-browed Hilux guy’s alternative weather forecasts.
The clips will be on air until November 2. And they’re all up on YouTube.
The Stable’s favourites are Pig in Freezer:
Dusty:
And piece de resistance, Dump, that opens with the line, “Kia (translation: Hi] New Zealand, there’s been a huge dump overnight in Queenstown.”:
Creative credits:
Agency: Saatchi & Saatchi New Zealand
Creative directors: Corey Chalmers & Guy Roberts
Art director & copywriter: Charlie Godinet & Phil Hickes
Director: Corey Chalmers
Motion graphics designer: Tomas Cottle
Producer: Anna Kennedy
Production Company: Gorgeous Films
Production company producer: Edwina Monaghan
Audio: Liquid Studios
