What a clever twist in the unbreakable Toyota Hilux story, S&S.
“For decades Hilux has firmly held the flag for being ‘unbreakable’ and is seen as the pinnacle by many of the hardest-working blokes across the country. We simply wanted to highlight that our Unbreakable Hilux deserves an equally unbreakable driver. Nothing less,” Saatchi & Saatchi executive creative director, Mike Spirkovski, stated.
And that’s why this campaign is smart. Australia knows the unbreakable Hilux story. A Hilux “can” fall off a cliff and survive, for chrissake. But now, “You gotta be unbreakable to drive unbreakable”.
S&S has found a way to extend the unbreakable story after it reached the ultimate hyperbole.
The Unbreakable Hilux Driver story that launched on September 27, is being told in six executions.
It was directed by Tim Bullock and produced by Scoundrel.
The TVCs will be supported by social, outdoor and digital extensions.
Creative Credits:
Agency: Saatchi & Saatchi
Executive creative director: Mike Spirkovski
Creative director: Steve Carlin
Art director: V. Wassim Kanaan
Copywriter: Emma Lord
Executive producer: Llew Griffiths
Producer: Greg Fyson
Production Company: Scoundrel
Director: Tim Bullock
Executive producer: Adrian Shapiro
Editor: Jack Hutchings @ The Butchery
Post Production: Cutting Edge
Colourist: Ben Eagleton @ BE
Sound: Nylon Studios
Music: Level Two Music
