If you’re divorced (and that’s about 50% of you), Saatchi & Saatchi Australia’s new commercial for Toyota HiLux will make you laugh out loud – at yourself. It’s a so true metaphor for shared custody.
That should also make it a standout campaign in one of the noisiest ad sectors. It’s different, entertaining and humorously relatable.
According to the agency, the commercial underlines, “Toyota HiLux owners have a special place in their hearts for their ute,” and, “the power of the unbreakable connection to bring us closer to the people that matter to us.” All possibly true. Mostly, this campaign positions the Hilux as a family car and presents it in a way that people will talk about and laugh about together, and make them feel good about owning one.
The campaign, Unbreakable Connection, will include key partnerships, out-of-home, broadcast, digital, radio, in-store and CRM.
Steve Cochran, chief creative officer, Saatchi & Saatchi, stated, “There’s a hugely strong legacy of work for HiLux in Australia. The opportunity to continue that is both a privilege and a kind of responsibility. We certainly hope the country thinks we’ve done that legacy proud with this fun new iteration.”
Credits:
Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Brand Specialists – Commercial Vehicles: Brooke Butkiewicz & Yaz Malcolm
Creative Agency: Saatchi & Saatchi
Chief Creative Officer: Steve Cochran
Creative Directors: Piero Ruzzene. Kerem Sekerci
Creatives: Jake Blood, Hannah Payton, Mac Wright
Head of Design: Tod Duke-Yonge
National Director of Production: Michael Demosthenous
Senior Integrated Producer: Esta Lau, Holly De Roy
Chief Client Officer: Ben Court
Executive Strategy Director: Alex Speakman & Joe Heath
Group Business Director: Zoe Kypros
Senior Business Director: Melanie Bunn
Business Director: Jessie Roper
Senior Business Manager: Lauren Sotelo
Business Executive: Miles Donellan
Media: Spark Foundry
Production Company: Scoundrel
Director: Tim Bullock
Executive Producers: Adrian Shapiro, Kate Gooden
Producer: Claire Kelly
DOP: Shelly Farthing-Dawe
Casting: i4Casting, Nick Hamon Casting
Editor & Post Production: Adam Wills
Colourist: Edel Rafferty
Sound Designer: Simon Kane @ MassiveMusic
Music Supervision: Michael Szumowski @ Big Sync Music
Production Company: Louis&Co
Executive Producer: Louis Molines
Producer: Luke Della Santa
Director & Photographer: Ian Butterworth
2nd Unit Photographer: Klint Collier
Digi Tech: Glenn Pokorny
Assistant: Ben Harris
DOP: Danny Ruhlmann ACS
1st AC: Tom Brooks
2nd AC & Data: Glen Soicher
Heliguy Drone Pilot: Tony Driver
Heliguy Drone Camera: Nathan Richards
Precision Driver: Ben Toyer
