Toyota Hilux now ‘Tougher than you can imagine’ in new campaign via Saatchi & Saatchi NZ
To launch the all‐new 2012 Hilux, Toyota New Zealand, via Saatchi & Saatchi New Zealand, has launched a new campaign titled ‘Tougher than you can imagine’.
The idea launched exclusively online to the Toyota Facebook community last Friday, with the TV breaking during the France vs. All Blacks game on Saturday.
The ‘Tougher than you can imagine’ idea is rolling out across Facebook, YouTube, Print, Outdoor, Point of Sale and TV over the next month, with a participation idea over summer.
Says Saatchi & Saatchi NZ CEO Nicky Bell: “The campaign is the next expression of the famous Hilux ‘Unbreakable’ positioning that has been fueled in the past by such great campaigns as ‘Crumpy and Scotty’, ‘Bugger’ and ‘Bulls’. We’re pleased Kiwis are enjoying this as much as they did those.”
Says Toyota General Manager of Marketing Neeraj Lala: “The campaign has already been fueling great Hilux conversations around New Zealand with thousands of hits on YouTube, along with fantastic comments across our social media platforms.”
Client – Toyota NZ
General Manager Of Marketing – Neeraj Lala
Marketing Team Leader – Susanne Hardy
Agency – Saatchi & Saatchi NZ
ECD – Antonio Navas
Creative Director – Scott Huebscher
Copywriter – Scott Huebscher
Art Director – Scott Huebscher
Agency Producer – Jane Oak
Group Account Director – Mark Cochrane
Account Director – Luke Farmer
Head of Strategy – Murray Streets
Production Company: Thick As Thieves
Director: Leo Woodhead
Executive Producer: Nik Beachman
Producer: Nikki Smith
DoP: Ginny Loane
Production Designer: Kim Jarett
Editor: Peter Sciberras @ The Butchery
Colourist: Pete Ritchie @ Toybox
VFX Supervisors: Damon Duncan, Rhys Dippie and Stefan Coory
2D Post Production: Blockhead
Blockhead VFX Artists:
Stefan Coory, Mike Robinson, Nigel Mortimer, Andrew Stewart
VFX Producer: Angela Jackson Betts
3D Post Production: Assembly
3D Artists:
Damon Duncan
Gary Sullivan, Geoff Kirk-Smith, Rhys Dippie, Paul Jakovich,
Audio Post Production – Liquid Studios
Sound Design/Mix – Craig Matuschka
Music Track – Edvard Grieg “In the Hall of the Mountain King”
Music Composition – Peter Van Der Fluit
33 Comments
Awesome. Funny, entertaining, and true to the core brand proposition. Take note, creators of the lame but well-produced latest Australian Hilux spot
…?…
What’s with the ‘hokey pokey’ thing at the end?
“He looked at me and demanded… an ice cream. So here I am.”
Monkey: “Hokey Pokey!” (ice cream flavour.)
There ya go.
Great work Kiwis.
Fresh as bro.
Love it…comeon agencies in command of Australian car advertising, move on from the GFC and stop taking ourselves so seriously.
Pretty sure it had nothing to do with putting the left foot in, perhaps he was after hokey pokey ice cream. Yep, got a feeling that might have been it.
the monkey was reminding the driver he wanted hokey pokey (it’s a flavour that’s well known in nz) ice-cream.
Awesome work All Blacks.
http://www.youtube.com/watch?v=-50dLMG19gY
Funny. Good one.
Mmmmmm – silly ad for a serious car
See you on the podium Leo. Nice work
Type ‘steak and cheese’ into Urban Dictionary.
It’s not good. It’s great!
3:24…
Laughed out loud. Loved it.
Shaved Rabbit, most humans share 97% of your DNA with Chimpanzees.
Evidentially, some share more.
Please learn what an idea is. It might make you rich.
5:27pm How did you know that Banty?
This would have been much funnier if there was a herd of deers chasing him.
Just joking. It’s great.
One has to feel sorry for the fool(s) who didn’t know what Hokey Pokey is, but Steak and Cheese in it’s other meaning? And why would that be in this ad? Did the writer realise? What’s the hidden hidden meaning? So many questions. My brain is starting to hurt.
Sorry 7.26, but as different as you think it is, it’s way too similar in delivery and tone.
One is a story that gets better and better using an animal that gets extreme modification with mechanical parts and jet engines,
The other is a story that gets better and better using an animal that gets extreme modification with mechanical parts and jet engines.
Can you please enlighten us all on how they are different…
Great idea but I would have definitely steered clear of the modified animal execution.
Let’s face it, you could have done just about anything you wanted.
I find it a bit clunky to be honest, it feels like a script is being read at you – there’s no charm in the way the scenarios are tied together. It isn’t offensive, but neither is it unique.
10:12. One is about fast. The other is about tough.
This is brilliant. Funny and really communicates that the Hilux is tough. “Hokey pokey” could be the next “bugger”. Wish I could think of stuff like this!
Great ad! Good Kiwi fun.
Almost as good as Bugger!
I think that is really good.
well done.
love it.
Quite good off the wall concept but shoulda been somehow more epic. Monkey doesn’t work. That monobrow guy is in 75% of ads.
Nicely done, yet feels like the chimp and hog-on-a-hog at the end is unnecessary.
Please refer Furby. Done.
Where was thus filmed- which tea rooms it’s bugging me
Gets better every time I see it!!