Saatchi & Saatchi sells the “boy’s own” most unbreakable Toyota Hilux with boy humour in a boy media launch, the AFL Grand Final.
The new Toyota Hilux is “more unbreakable than ever”. But Saatchi & Saatchi has already made it survive falling off a cliff.
Now, Saatchi & Saatchi puts the Hilux through a series of boy’s own stunts to demonstrate that it can avoid kangaroos high speed – in reverse, that it could “could tow your mother-in-law away from a buffet,” and it can even survive “the mates test”.
Note the ingredients of a perfect pitch – the boy’s own anthem (The Angels’ Take a Long Line, 1980), the boy’s own humour…
…and the boy’s own launch (the AFL Grand Final broadcast).
“Australia has some of the toughest driving conditions in the world and the fact that we test the Toyota Hilux right here in our own backyard says a lot about its Unbreakable stature. I also think there’s nothing like a good product demonstration to help show that the all new Hilux can take just about anything Aussie life throws at it,” S&S Sydney executive creative director, Mike Spirkovski, commented.
The campaign is running in television, social, CRM, outdoor, digital and key sponsorship integration.
Katie Thompson, corporate manager, Toyota brand management & communications added, “With extensive local development the new-generation HiLux is the toughest, most comfortable HiLux ever, so it was an exciting opportunity to challenge Saatchi & Saatchi to communicate the advanced features in an entertaining way. Using the tongue-in-cheek humour that we’ve come to expect of HiLux, the new campaign does just that.”
Campaign credits:
Agency: Saatchi & Saatchi Australia
Executive creative director: Mike Spirkovski
Senior art director: Flavio Fonseca
Senior copywriter:Piero Ruzzene
Executive producer: Julia Jackson
Executive planning Director: Jason Lonsdale
Senior planner: Joseph Smeaton
Managing partner: Ben Court
Senior business director: Sam Jones
Senior business manager: Chelsea Lamond
Music: Donna Fitzhenry @ Music Mill
Production Company: Revolver
Director: Matt Devine, The Glue Society
Managing director/executive producer: Michael Ritchie
Executive producer: Pip Smart
Producer: Ian Iveson
Editing: Dan Lee @ The Butchery
VFX – Alt. VFX
VFX supervisor: Jay Hawkins
VFX producer: Kate Stenhouse
