Toyota Hilux gives parents a children’s book series

Really distinctive campaigns for car brands are rare. This is most certainly one. Toyota Australia has produced a six-part book series with media agency, Spark Foundry; content agency, Medium Rare; and media partner, News Corp. The idea taps into the bedtime ritual of reading books to children and children’s fascination with stories about engines.

Hitch the HiLux and the GREAT Aussie Road Trip features follows Hitch the HiLux and his dog, Rocky, on cross-country Australian road trips. In each book, Hitch and Rocky meet a new HiLux friend alongside native Australian animal families, highlighting the moments of adventure and connection that make family road trips unforgettable.

The campaign subtly underlines the role HiLux plays in supporting the busy lives of young families by helping them to carve out calm, quality time together before bed.

Vin Naidoo, Toyota Australia chief marketing officer, stated, “The HiLux has long been a part of the great Australian road trip, the vehicle families trust to head out on the road and make memories together. With ‘Hitch the HiLux’, we wanted to bring the same feeling of connection to bedtime, creating a simple ritual that helps parents and kids slow down and bond at the end of a long day.”

Rhonda Dunlop, national head of partnerships and integration at Spark Foundry, added, “Hitch the HiLux has been one of the most rewarding campaigns to bring to life, embedding Toyota into real family moments. It’s a deliberate choice to do something different, stepping outside the expected category playbook to focus on an idea that earns attention through connection. By engaging Australians during a ritual as meaningful as bedtime, we’re able to take families on a journey across Australia, celebrating familiar places and inspiring the next generation of HiLux families.”

The free books will be released periodically over the campaign period (until July) and mailed directly to households who subscribe via the dedicated online hub here.