TOYOTA WASHES UP THE UNBREAKBALE HILUX
Saatchi & Saatchi Sydney has put to air a new spot for the Toyota Hilux. Entitled ‘Coconuts’, which features a group of tropical island natives who have just discovered a Toyota Hilux washed up onshore. After their initial confusion and caution over the sight of this unfamiliar object, they quickly learn to put the HiLux to a number of innovative uses.
The spot, which takes its inspiration from the cult film ‘The Gods Must Be Crazy’, contrasts the differences between Utopian life and modern day life as we have come to know it and encourages the viewer to feel a sense of nostalgia for the simplicity of human instinct.
The spot was produced by Prodigy, and directed by top US commercials director Hank Perlman from Hungry Man, who says it was important that the commercial was authentic: “I liked the idea of injecting as much reality and humanity into the scenes as possible.”
Client: Toyota Motor Corporation Australia
Product: Toyota HiLux: Unbreakable HiLux Campaign
Title: Coconuts
Duration: 1 x 60, 1 x 45, 1 x 30
Agency: Saatchi & Saatchi, Australia
Executive Creative Director & Creative Director: Steve Back
Copywriter: Stephen May
Art Director: Eron Broughton
Head of Broadcast: Ali Grant
Director: Hank Perlman
Executive Producer: Jonathan Samway
Production Company: Prodigy
71 Comments
i love this ad i think it is hilarious!
Ads not uploading on the prodigy website.
I like.
Fresh way of showing ‘unbreakable’.
Before the Saatchi haters start …. i just want to say that i think this ad is bloody funny. Well done creative team.
Best HiLux ad in years. Good on Toyota for growing some coconuts.
I don’t often like to congratulate the Snatchit guys but this ad is genuinely good. Even knowing it was produced by the same agency that is currently subjecting us to that shite Low Carb beer campaign, I laughed. And it sustains repeated viewing. The proposition of the tough truck comes through clearly and is executed with a lateral, nicely crafted, amusing concept. The group exclamations of the natives (reminiscent of the lemurs in “Madagscar”) and the racial generalisation of the savages eternal quest to find a better method of coconut collection, make it one of the year’s best spots. Good-o. Back to work
BIG
Saw it last night during the Footy. Stood out like Pamela Andersons coconuts.
Hilariously stupid.
You boys are on fire.
I wish I had the day off today
had to go to youtube to watch it. Thought the Yaris ads were a lot funnier.
This is kind of fun too.
Man Saatchi’s are doing some big budget stuff, wouldn’t be a bad place to work. Everything that comes out of there looks freaking massive.
Nice work.
Nice one. Better than that crap Kluger tvc on air at the moment which is a rip-off of National Lampoon’s Vacation
best use of the jump in ages
pretty good. How does the truck get there in the first place? just asking.
Good fun demo – not the usual hyped-up vacuous crap that comes out of the Rocks – well done guys.
Is nice. I like.
I saw this on TV the other night and think it’s pretty average. Another big budget brief where Saatchi doesn’t manage to deliver anything special, in my opinion.
I love it. Almost makes me want to buy a Hilux!
Ad of the year!
Shame the car needs to look shiny new in every shot. Very nice but.
On prodigy’s “production service” site it is listed as a hungryman spot. Yet, prodigy has listed it as a prodigy spot without a producer on the blog credits. Which is it?
That is really good……
That is totally unexpected way to communicate ‘unbreakable’…
Love it!…Well done guys.
It is a Prodigy production….
Hank doesn’t have a designated area on our website we had nowhere else we could put it.
Jonathan Samway E.P / PRODIGY
Am I the only one who thinks that this is repellently racist?
Seriously anyone that doesnt think this is a good ad, is a twat. Its fresh, funny and entertaining. And best of all you dont need to go online to vote for some other piece of crap no one cares about.
Well done gents.
That is the biz….good work!
Go Eza and Steve
Are you guys serious?
Firstly, they bit off far more than they could chew CGI wise. It looks very, very average.
But my main gripe is that this is a truck with a longstanding position in the marketplace and a very loyal following.
If ever there were insights to be found or heritage to be reinterpreted, Hilux is it.
This is the kind of vacuous direction you’d expect from a Ssangyong shit box truck.
They have nothing to say so goofing off on Idiot Island would be more than acceptable.
One other point. Who cares that Saatchis did it? Let’s focus on the work, not the agency.
This is the same idea as the original saatchi LA toyota Tacoma ad where the girlfriend drops it down the cliff and it lands at the bottom unscathed – except the original was good. Better luck next time.
http://au.youtube.com/watch?v=Ihyj-0f9QI8
Great to see a truck ad that’s not set on a bloody worksite. Really entertaining stuff. Well done guys.
Are we lying to people by saying we can throw a Hilux off a cliff and it will survive the fall? If you can, then well done. But methinks not.
Where was it shot? Australia?
Outsourcing! In this economy? Shame on you!
This is a really great spot!
And a very original, smart tway to say “ubreakable.”
Fun and funny!
Oh, and my take was that the Hilux washed ashore…
Average is being too kind….
Well done.
http://www.youtube.com/watch?v=iEt8JSzAR1A
yeah, what is it with the new Kluger ad? I’ll give Saatchi’s the benefit of the doubt and just assume the creatives have never watched National Lampoon’s Vacation!!!!!
I much prefer the one where the porsche driving wanker’s house gets blown away …. and even that was just ok but more entertaining.
At last ….. a single minded, well directed ad that the punters will absolutely love.
After some embarrassing failures, as seen on this blog, it’s nice to see something that tickles the funny-bone.
Hey Jay, Saatchi didn’t do the Lampoons (kluger) ad. Mojo did!
Mojo’s spat out that new Kluger vomit
Average ad/idea and terrible post work.
Also feels like Saatchi & Saatchi are running this blog posting judging by the amount of positive comments coming out on such an ordinary spot.
Also think the Yarris spots are terrible aswell. Looks like the Toyota business might be slipping away soon guys and it really won’t help you buy getting all these “fake” positive comments on the blog. Lets just wait and see how it does at award shows before we get too excited about how funny and great this ad is…what a joke!
Can someone please explain why this ad is ORIGINAL given that the original ad is at the link posted by Dave above and is years old and a Cannes Grand Prix winner and is so much better than this new rubbish.
Please explain your comments or are you just blind to your own Saatchi nonsense. You’re so average now that you resort to badly ripping off your own network.
Kluger was done by Mojo.
10.51 Some time back, the BBC1 show ‘TopGear’ proved that a Hilux can survive being thrown off a cliff! Saatchi are on fire right now – well done guys!
Hey James,
You sound very bitter mate. Post your own work or shh…..
Hilux unbrekable – Unbelievably good.
Kluger -Unbelievably bad.
There’s filler. Then there’s a whisker above filler.
That’s still a long way from anything great.
To the best of my memory, the Cog ad wasn’t over-hyped on blogs.
It was fucking great and amazed people, those in the industry and those well beyond it.
Didn’t your mums warn you that you go blind.
you do consistently hear comments on the poor quality of this post. was the director even there for it? overall this is a brilliant idea – well directed.. Its just a shame to see it suffer such poor production. It certainly won’t win for craft. I hope the idea, at least, is recognized. Well done to ‘some’ of the boys on this.
Dear David, the ad is different to the U.S. Tacoma spot you’re talking about. The U.S. spot was about a girlfriend wanting to destroy her boyfriend’s truck but it’s unbreakable (This is a positioning that Australia developed and then had the U.S. adopt). This spot is about a tribe using an object to get coconuts down from trees. It just happens to be a truck.
I saw it on the tellie the other night and thought it was a cack. Finally something that’s lateral and good. Nice work chaps.
DAVID, YOU’RE NO DROGA.
Hey Jake,
Not bitter mate just being honest and please take my comments seriously as this work is really ordinary and nothing like what Saatchi’s is blowing it out to be.
Notice Dave Bowman wasn’t involved on this project…you can tell.
Yeah, yeah, here we go. Any negative comments are to be taken as gospel by all the anonymous, annointed experts, and anything positive is quite clearly internal PR. James you’re a buffoon.
Um actually dave bowman is credited on bestads for this spot as well.
So many brilliant minds in that building down the rocks.
Why is the work so crap?
Get some new suits or sell stuff through yourselves boys.
As a kiwi I find this spot sails pretty close to the wind at best.
For a start ‘Coconuts’ is offensive name for pacific islanders – if you are a non islander, don’t use it.
Which wouldn’t matter if the ‘Polynesians’ weren’t stupid caricatures.
But I’m in Aussie now and I guess you guys don’t really care about that stuff.
Expect it to be pulled in NZ if the local brand managers have a brain then they won’t run it.
Well crafted though.
Not well crafted. The post & music were poorly produced. Its a pity. The idea is good, Hopefully the judges will see past the neglect.
Jonathan, whilst I get that the term coconut is used as derogitory slang for islanders, does this mean we should ban them in public use? SHould we ban the colours red, yellow or black because of their racial connotations? How do you see people being offended by a coconut falling from a tree? In this case you’re far too PC – Pathetically Churlish.
6.31AM,
You miss the point. Would a bone through their nose help you get it? It’s called a racial stereotype, in this case ‘Dumb Islanders Who Don’t Know What A Ute Is’.
Even Jonah ‘blacking up’ in Summer Heights High didn’t go down well among the Pacific Island communities in NZ. Do you remember what happened to Ted Danson when he ‘blacked up’ on TV in America?
Australia has a long way to go yet. And yelling ‘too PC’ is a ridiculous argument used by ignorant bigots with a history of offhand racism.
As a professor in nightclub bouncing, rugby and plumbing for the University of Islands Surrounding New Zealand I’m also offended Jane.
Seriously. We take the piss out of ourselves for being drizabone dinky di aussie boofheads, surely we can take the piss out of another nation (regardless of their skin colour) and get away with it.
Oh, sorry, we can only take the piss out of other white nations.
Who’s actually being racist, Jane?
Who cares.
It’s not like they have TVs.
Jane, ever heard of the Sentinel Islands? Google it. There are tribes out there who have never seen a white man, let alone a ute.
unfortunately, I think that this ad’s legacy will be its racist sentiment.
Indeed the Sentinel’s are part of the Andaman’s. One of the most grossly exploited archipilegos in the world.. Toyota Australia should be chastised for contributing to that.
really funny. well done guys.
Another big budget idea with not enough money to get the post right. Unless one of the quality post houses wants to invest in these sorts of spots, we’re going to see more and more poorly finished commercials on air. Disappointing.
Saw this on the big-screen at a very low-brow pub during the week. The boys in the fluoro safety gear farkn loved it. So it’s doing its job boys. Well done.
Low-brow pub? Don’t they do Oktoberfest?
great ad…..what post??….tell me what needs to be fixed??
If you can’t see the poor production value here, you are part of the problem.
Nigel 9:11
Didn’t hear you complaining about Baz’s racial stereotyping in his tourism ads.
funny.
for the audience, it’s 30 seconds out of their life, maybe a giggle, maybe a conversation about it during smoko break on site.
for the industry, it’s a 5 day conversation online with spurious alias’s descending into masturbation about post / post racialism / technique / tired old ideas / shit bagging.
we really are, collectively, a bunch of fucking wankers.
nice ad. i like it. so what. that’s just my opinion and i’ll try keep it to myself next time.
I agree. You are all fuckwits. It’s an ad for fuck’s sake!!!!
Most racist thing I’ve seen on tv in a long time.
Look at the silly natives! they dont know what a car is for! Look at them gather coconuts with it, instead of generating toxins and doing burnouts!
I also find the cgi the pits. It’s an awful bit of nonsense to sit through.