The Toyota Hilux has a history of (brave) ads with animals. Two received complaints to the ASA. The new one probably will also.
The bugger commercial received 120 complaints – oddly none for running over the dog. It was allowed to stay on air.
The bulls ad was banned for using the term, sheep shagger.
And there was the wild boar and a chimpanzee ad…
In the new Saatchi & Saatchi Toyota ad, animals talk with passion about the Hilux. Never mind that they’re about to become food.
The ad launch on November 27 on social media. Its official launch is a full page ad in the Sunday Star Times, directing people to watch the full 90 second film at 7.30pm on Sunday November 29 on TVNZ.
The campaign introduces a new fresh brand positioning for the Hilux, which will appear across all elements of the advertising – The All New Hilux. The Benchmark. Rebuilt.
And an Ode to the Hilux:
OH JOY! To be upon the new Hilux, transported.
We’ll not be hunted – but happily courted!
Inspired by you to wax lyric in sonnet,
mounted up proudly on your mighty steel bonnet!
From river to forest and fiord upon trail,
Your sweet engine purrs, refusing to fail.
Catching our eyes, foul hooked and kissed –
carry us with pride to the local taxidermist!
And even if you make a fair decent mess of us,
We’ll embrace our destiny – flattened without fuss!
Hunters, grunters and punters rejoice!
All the wildebeests and Sunday feasts yell out CHOICE!
Unbreakable in spirit, leaving other trucks bitter
It’s an honour to be transported into a piping hot fritter!
To the truck for good buggers, gear luggers and ditch diggers,
the big boat tuggers, lovers of rugger, and wild piggers!
The benchmark is back! Rebuilt to be a winner!
Raise a glass to the legend – while you have us for dinner!
It’s an honour to lie in the tray of your booty,
Hilux, you put the “ute” in “you bee-ute-y!”
The out-takes are great:
Joint executive creative director of Saatchi & Saatchi New Zealand, commented, “Toyota has a long and rich history of creating iconic advertising around its much loved ‘ute’. From the days of Scottie and Crumpy, to the controversial but adored ‘Bugger’ commercials, to more recent campaigns featuring talking Bulls and sidecar-riding monkeys. Being given the opportunity to create the next chapter for Hilux is a real privilege and a huge honour.”
Guy Roberts, joint executive creative director, added “Creating this campaign for Hilux has been an incredible labour of love, delivered by an amazing team. We hope that people enjoy it and it sells the heck out of this bloody great new ute.”
The TV campaign was directed by Adam Stevens from Robbers Dog.
Each of the animal characters – ducks, fish, deer, possums and whitebait – are all CGI creations. Animation and VFX by Alt.vfx.
