Black humour. A ghost story. Call it what you will, the new HiLux commercial by Saatchi & Saatchi Australia is a gripping story that is fresh for vehicle advertising and underlines perfectly the emotional connection that Australians have with the HiLux. The story is about a deceased father who takes the Hilux out for a spin at night.
The HiLux was first launched in Australia back in 1968 so generations of the car have been in Australian families for over 50 years. For many, their trusty HiLux has become part of the family, so much so that Toyota wanted to dramatise just how deep this unbreakable connection goes.
The campaign launched in the Toyota AFL Grand Final and will run across key channels, digital, OOH, radio and in-store.
Toyota Australia chief marketing officer, Vin Naidoo, stated, “The place a Toyota HiLux holds in Australia is like no other. We love the Toyota HiLux, and we know Australia loves the Toyota HiLux, especially with what it has been able to deliver over the previous 50 years.”
Simon Bagnasco, head of creativity, Saatchi & Saatchi Australia, added, “There has been a strong legacy of work for HiLux in Australia. We hope this work lives up to that legacy.”
Credits:
Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Commercial Communications Coordinator: Brooke Butkiewicz
Creative Agency: Saatchi & Saatchi Australia
Head of Creativity: Simon Bagnasco
Associate Creative Director: Kerem Serkerci
Creatives: Jake Blood, Hannah Payton
Executive Producer & Head of TV + Content: Michael Demosthenous
Head of Design: Tod Duke-Yonge
Senior Integrated Producer: Holly De Roy
Chief Client Officer: Ben Court
Chief Strategic Officer: Alex Speakman
Group Business Director: Damiano Di Pietro
Senior Business Director: Amelie Carpentier
Senior Business Manager: Jessie Roper
Business Manager: Alex Karanicolas
Media: Spark Foundry
Production Company: Finch
Director: Benji Weinstein
Executive Producer: Corey Esse
Producer: Viv Jaspers
DoP: Jeremy Rouse
Production Manager: Lucy Sparke
1st AD: Jeremy Fitzgerald
Gaffer: Crispian Hayler
Key Grip: Luke Stone
Production Designer: Sherree Philips
Drone: Heliguy
Offline Editor: Drew Thompson
Post: Atticus
Music and Sound by MassiveMusic & Big Sync Music
Music Supervision: Michael Szumowsk
Executive Creative Director: Ramesh Sathiah
Composer: Haydn Walker
Sound Designer: Simon Kane
Executive Producer: Katrina Aquilia
