Saatchi & Saatchi Australia’s 2024 commercial for the Toyota HiLux’ Don’t send a ute to do a HiLux job platformstill stands outfor delivering its message with hugely entertaining, and very Aussie, humour and an Aussie truth – Aussies help each other. Now there’s a sequel – built on another truth – the loyalty of dogs.
In the hero film, dozens of dogs, the ultimate symbol of loyalty, abandon their owners’ utes and leap into the tray of the new HiLux in a playful demonstration of the loyalty HiLux inspires.
Behind the commercials is yet a third Aussie truth. HiLux has been part of Australian life for more than five decades – from rugged farms and bustling worksites, to coastal tracks and suburban streets. Now it’s even tougher, designed in Australia and built for the way Australians work and play today.
The hero commercial is supported by four 15-second feature spots:
Vin Naidoo, chief marketing officer, Toyota Australia, stated, “In Australia’s heart, one name stands tall – HiLux. It’s tough, loyal, and ready for anything, just like man’s best friend. We know customers are going to be impressed with the styling and technology updates, and that the HiLux will continue to be an iconic Australian ute.”
Mandie van der Merwe, chief creative officer Saatchi & Saatchi AU, added, “HiLux has earned a unique kind of loyalty in Australia. It’s not just a ute. Its dependability has earned it a reputation as a part of people’s lives. With the new HiLux, we wanted to celebrate that loyalty and have a bit of fun with it. In our film, even the most loyal sidekicks ditch their owners for a ride in a HiLux. And honestly, Aussies will find it hard to argue with their taste.”
The full campaign is running across the Australian summer on TV, OOH, digital, radio, in-store, and social, with further extensions to come.
Credits:
Client: Toyota Motor Corporation Australia
Senior Manager, Marketing Operations: Anthony Nobile
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Brand Specialist: Kellie Burmeister
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officers: Dave Bowman, Mandie van der Merwe & Avish Gordhan
Creative Director: Piero Ruzzene
Creatives: Rosita Rawnsley-Mason & David Govier
Head of Design: Tod Duke-Yonge
Integrated Designer: Sophie Whitehead
National Director of Production: Michael Demosthenous
Senior Integrated Producer: Esta Lau
Chief Client Officer: Ben Court
Executive Planning Director: Joe Heath
Group Business Director: Zoe Kypros
Senior Business Director: Melanie Bunn
Business Manager: Charlotte Brasington
Business Executive: Georgie Menzies
Media: Spark Foundry Australia
Film Production Company: Finch
Director: Christopher Riggert
Managing Director & Executive Producer: Corey Esse
Executive Producer: Nick Simkins
Producer: Caroline David
DOP: Sam Chiplin
Casting: Felicity Byrne
Editing-Offline: Arc
Editor: Jack Hutchings
Post-Production: Alt VFX
VFX Director & Founder: Col Renshaw
Post-Production
Producer: Celeste Fairlie
Sound: Sonar
Stills Production Company: Photoplay
Photographer: Michael Corridore
Executive Producer; Alison Lydiard
Producer: Amanda Moore
Retouching: Prodigious
Where the platform began:
