Saatchi & Saatchi Australia has found the perfect combination of Australian spirit and Aussie humour for Toyota Hilux to refresh (and parody, albeit inadvertently) a ute trope – the power to pull anything.
The directing decisions of Scoundrel director, Tim Bullock, add entertaining dollops of quirkiness, finesse and surprise to the 30-second commercial.
The full campaign is running across key sponsorships, OOH, broadcast, BVOD, digital, radio, in-store, CRM & social with further extensions to follow.
Vin Naidoo, general manager, national marketing division, Toyota Australia, commented, “HiLux holds a special place in the hearts of Australians – it’s always there, day in and day out, no matter what with its signature quality, durability and reliability. Owners have relied on HiLux to succeed where others haven’t been up to the task.”
Avish Gordhan, chief creative officer, Saatchi & Saatchi Australia, added, “There are lots of utes out there that look the part. Those regular utes can do regular jobs. But we heard so many stories of people who, when they found themselves in a pickle, needed a HiLux to bail them out. This campaign tells that story with tongue planted firmly in check. The warning is clear: Don’t send a ute to do a HiLux job.”
