Toyota HiLux launches new ‘More Unbreakable Than Ever’ spot via Saatchi & Saatchi Sydney
CB Exclusive – Saatchi & Saatchi Sydney is set to launch a major new campaign for the next generation Toyota HiLux during the up-coming AFL Grand Final.
The “More Unbreakable Than Ever” campaign celebrates the legendary unbreakable HiLux by dramatising what it goes through to maintain its iconic status.
Says Mike Spirkovski, executive creative director, Saatchi & Saatchi Sydney: “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.”
The multi-channel campaign leverages all key touchpoints including television, social, CRM, outdoor, digital and of course key sponsorship integration.
Says Katie Thompson, corporate manager, brand management and communications, Toyota: “HiLux is one of our most important models in the Australian market, playing a fundamental role in our heritage and connection with our Australian customers.
“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.”
Toyota Motor Corporation Australia
Brad Cramb, Chief Marketing Officer, National Marketing
Katie Thompson, Corporate Manager, Brand Management & Communications
Noni Rosengren, Manager Communications – Commercial & Brand
Lisa Sutherland, Commercial Communications Manager
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/ EP – Michael Ritchie
Executive Producer – Pip Smart
Producer – Ian Iveson
Post Production: Alt.vfx
Editor – Dan Lee for The Butchery
41 Comments
Huh?
After Baby Come Back and Test Drive Facility, this is an absolute shocker… This ad puts Toyota on a par with Ford for awful creative
Someone has massively dropped the ball on this one… client or agency?
The mind boggles at the budget that was thrown at this….and the result is neither funny or engaging.
From the pilot talking all the way through to the bad CGI buildings.
Seriously this is just a big let down.
Really…? our tough conditions? cyclists in g-bangers and popping eskis.
“tow your mother-in-law away from a buffet” …? that is some serious garbage.
Good fun.
Bugger me! That’s pretty bad performances.
Having grown up with the brilliant simplicity of the work by I think Saatchi in N Z I can only suggest that the writers here find a history reel and learn.
Meh
By leaving nothing to the imagination about what unbreakable is, it has broken the magic of the concept.
You can almost read the brief as each proof point has a humorous twist to prove how tough the car is, but ultimately shows nothing that is unbreakable.
This ad is perhaps the perfect demonstration of what is wrong with advertising at the moment: the wearing down of a once great brand platform, the rolling in glitter of brand power style checklist, all from what was once the shining beacon in the industry.
What was once great is now not even good. But, heh, as long as finance is happy…
hat really it’s no better than anything else.
It’s cute.
There are parts where post/CGI looks poorly executed namely 0.23 and 1.03.
Baby come back was from the NZ office, which is why it’s so good and ran for years.
@NZ
Nope, you’re wrong.
Big budget production can’t save a poor script.
Before you criticise get your facts right. Baby come back was done by Saatchi Sydney.
Did they make this spot for ad w@nkers to post comment on Campaign Brief? Or did they make it with the target audience in mind? Love it or hate it, it will no doubt resonate with consumers and that’s all the client will care about.
Birdman wrote Baby Come Back in the Sydney office.
awful. How the mighty have fallen. This is overblown shite.
Note to casting, don’t hire that guy from the new Southern Comfort spot.
Two turkeys in a row.
He’s a bad omen.
Yeah, let’s get some ordinary Joes’s on here to critique this ad on an industry blog.
What are CB thinking?
not that good, is it?
I think you all wear g-strings and it’s making you angry.
It’s funny as hell you negative commenting latte sipping wankers!!
It’s a cracker of a spot made perfectly for the target market.
Good Job Saatchi’s boys. Best car spot this year.
Big bugger.
Ah yes. The punters will love it defence. A classic. But we all know what that really means don’t we.
Didn’t need the guys in the chopper overstating and overbearing the whole thing. Would have been better just establishing this is a testing place and it going from there with music and maybe some minimal narration. Overcooked.
It’s great for a features and benefits spot, which it obviously is. It looks pretty spectacular.
The direction, shot making, VFX . It’s all so badly executed, to the point its hurts the industry. Saatchi & Saatchi Australia and Alt – Truly Buggered it.
Hate to be ‘that guy’ but this isn’t great. Writing is terrible and you can see the gags coming from as far back as Pluto.
Oh dear
Whats with the execution? terrible and sloppy. The guy in the chopper? what for?
Car stuff looks crap.
Why did Saatchi/Toyota get the Glue Society to make this? They loved the work they did for Innocean/Hyundai ?
What a shocker.
Forced “bloke” humour.
To whom it may concern.
I would like to apply to post a negative comment on this piece of work. I don’t actually think it’s bad, it’s actually very good. I’m just not that happy with my own work situation so I need to write something negative on the internet to appease my pain.
I’m thinking my proposed comment would be something along the lines of:
“Whats with the execution? terrible and sloppy. The guy in the chopper? what for?
Car stuff looks crap.”
Or:
“It’s cute.
There are parts where post/CGI looks poorly executed namely 0.23 and 1.03.”
Or even something as transparent as:
The direction, shot making, VFX . It’s all so badly executed, to the point its hurts the industry. Saatchi & Saatchi Australia and Alt – Truly Buggered it.
Regards.
Guy who works in competing company that didn’t get to work on this job.
Bit of a let down after the last spot.
Seems like a combination of a laundry list brief and biting off more than the budget could chew.
But on the flip they’re the only car client making anything vaguely watchable. And am sure Saatchis will smash the next one.
Yea, he’s really turned that place around hasn’t he.
To whom it may concern.
I would like to apply to post a positive comment. I think this is really great work because I worked on it and it won’t do my career any good if people start seeing through this bullshit.
In my defence I will throw up several logical fallacies as arguments and defences in an attempt to satirise what is genuine and apt criticism.
Regards.
Guy who worked on this job and is deep down embarrassed about it.
Hilux ads used to be the best in the business. Now they’re just re-hashed ideas. The magic is gone. Such a pity. Used to look forward to the next one. I guess, when in doubt, get the test facility out.
Bugger bugger bugger bugger bugger bugger! It’s sooooooo bad. All hope is lost.
Dear Toyota and Ad people,
What is this?
This ad wouldn’t make it through the Country – way too soft and full of made up crap.
Is this suppose to be a parody of my Border Security crew?
Ever since we stopped letting those soft city folk film us (https://www.youtube.com/watch?v=0AG6ChxpwS8) we’ve seen a heap of pale imitations.
Please stop this fragrance wearing, cheek kissing, cafe drinking nonsense.
Harden up like a real HiLux.
Snr Sergeant Robbo,
Country Border Security
I think Glue phoned this one in.
Very poor direction.
One of the few real stunt shots in the whole ad is the cars reversing and it looks lame.
Could’ve got one of the Top Gear directors to shoot it for half the price and it would have looked twice as good.
Of Despair!