Toyota Australia launches new HiLux campaign via Saatchi & Saatchi Australia proving ‘You Don’t Send a Ute to Do a HiLux Job’
The integrated campaign via Saatchi Saatchi Australia will be activated across key sponsorships, OOH, broadcast, BVOD, digital, radio, in-store, CRM & social with further extensions to follow.
There are utes, and then there’s HiLux. They’re worlds apart. HiLux has proven time and time again that it is the epitome of quality, durability and reliability, setting the benchmark for every other ute.
The spot was directed by Tim Bullock from Scoundrel, with master DoP Simon Duggan.
Says Vin Naidoo, General Manager, National Marketing Division, Toyota Australia: “HiLux holds a special place in the hearts of Australians – it’s always there, day in and day out, no matter what with its signature quality, durability and reliability. Owners have relied on HiLux to succeed where others haven’t been up to the task.”
Adds Avish Gordhan, Chief Creative Officer, Saatchi & Saatchi Australia: “There are lots of utes out there that look the part. Those regular utes can do regular jobs. But we heard so many stories of people who, when they found themselves in a pickle, needed a HiLux to bail them out. This campaign tells that story with tongue planted firmly in check. The warning is clear: Don’t send a ute to do a HiLux job.”
Client: Toyota Motor Corporation Australia
Senior Manager, Marketing Operations: Anthony Nobile
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Brand Specialist – Commercial Vehicles: Kellie Burmeister
Brand Specialist – Commercial Vehicles: Abbey Harrington
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officers: Dave Bowman, Mandie van der Merwe, Avish Gordhan
Creative Director: Piero Ruzzene, Carlo Mazzarella
Creative: Jake Blood & Hannah Payton, Robert Bamford, Ben de Klerk
Head of Design: Tod Duke-Yonge
National Director of Production: Michael Demosthenous
Senior Integrated Producer: Sara Kennedy & Esta Lau
Chief Client Officer: Ben Court
Executive Strategy Director: Joe Heath
Group Business Director: Zoe Kypros
Senior Business Director: Melanie Bunn
Business Manager: Jen Weston
Business Executive: Miles Donellan
Media: Spark Foundry Australia
Production Company: Scoundrel
Director – Tim Bullock
Executive Producers – Adrian Shapiro, Kate Gooden
Producer – Tessa Simpson
DOP – Simon Duggan
Casting – i4Casting, Nick Hamon
Editor/Post Production – Adam Wills
Colourist: Ben Eagleton
VFX: Blockhead
Audio: Massive Music
Sound Designer – Simon Kane @ MassiveMusic
Executive Producer: Katrina Aquilla
Music Supervision – Michael Szumowski @ Big Sync Music
Production Company: Prodigious Australia
Executive Producer: Tim Pietranski
Producer: Sophie Elliott
Photographer: Janyon Boshoff
Behind The Scenes Shooter: Jeremy Shaw
Stills Digi Op: Simon Taylor
Stills CA: Matteo Macri
29 Comments
‘You don’t send a ute to do a Hilux job’
Terrific line.
terrific positioning.
Terrific demo.
Terrific performances.
And even better…IT’S FOR A REAL PRODUCT!!!
Well done to all involved.
To the original bugger ad.
Another 60 idea crammed into a 30
This ad stood out during the AFL Grand Final, so good to see a classic funny car ad again. Go Hannah and team!
Did it again! Fabulous Ad!
commenting on your own work Saatchi & Saatchi
Best one in a long time.
Well done
Very nice, great line, made me laugh. Good work guys.
The line is great, music is great. Could’ve been bigger and better but I liked it, quite a bit actually.
Knowing the degree of difficulty on this brief…very well done to all involved. Great spot.
Lovely stuff boys x
Look at the credits, some females were involved too.
Brilliant – big ups to everyone.
Some great editing Adam!
Please tell me there’s a 60s directors cut spot out-there somewhere!
So very nice to see a really classically good idea. Well done y’all, great line, fantastic ‘bugger’ call back too.
Great job all!
Damn it’s good to see some classic Toyota… what’s the word… tone? make a comeback.
Excellent work.
Cute but the previous couple ad was better.
Good spot.
More of this kind of work.
Less of that horrible end frame sequence.
Not bad, not bad at all!
You got a “ha” out of me. Jolly good.
Hilux towing capacity is only 3500kgs, False advertising.
but they pulled Hilux out of the bog. Unbreakable was starting to look very breakable.
I want electric ute
Best ad of the year hands-down.
Does everything right.
You can compliment ‘craft’ as much as you like (Telstra) but selling in a solid idea with an even better line?
That’s advertising!
Love this. Beautiful insight. Unfamiliar execution. Well done guys
How refreshing – a Car ad we’ve never seen before; even if there are some nods to iconic Toyota of the past. Feel like I could watch this over and over and discover new little things each time. This campaign is one of those one’s you wish you’d been a part of.
This is great! Nice job team
I like this muchly