Toyota redefines tough in its newly launched Hilux campaign via Saatchi & Saatchi, NZ
Toyota New Zealand has released a new campaign today for the rebuilt Hilux, that centres around a story of Kiwi mateship, created by Saatchi & Saatchi, New Zealand.
Says Corey Chalmers, ECD, Saatchi & Saatchi: “The new Hilux redefines what toughness means. At the same time, the idea of the staunch Kiwi bloke is going through a bit of a change as well. We wanted to reflect this new world in a tale of a mates helping mates – not just by towing something, but helping them through good times and bad. So while Kiwi blokes are often men of few words, when it’s time to chat things out, a decent hitout in a Hilux can be just the tonic to help them get through the rough stuff.”
Says Andrew Davis, general manager UV and marketing, Toyota: “Hilux is a hero in our lineup and it’s great we can celebrate this model with a new campaign. We’re excited about the end result, and how Hilux is reflected in various environments throughout the story. From listening to our passionate customers Hilux is more than just a ute – it’s a tool of trade, a part of the family and an enabler to do what you want.”
The campaign will run across TV, online, press, digital, social and POS. A 90″ version of the TVC will air this Sunday night.
Client: Toyota New Zealand Limited
Chief Executive Officer: Alistair Davis
General Manager UV & Marketing, Executive: Andrew Davis
Manager Marketing: Susanne Hardy
Marketing – Operational: Sonya Coutts
Creative Agency: Saatchi & Saatchi Credits
Managing Director: Paul Wilson
ECDs: Corey Chalmers and Guy Roberts
Creative Team: Steve McCabe and Kim Fraser
Digital Creative Director: Terry Williams-Willcock
Senior Producer: Josh Forsman
Business Director: Susie Darling
Account Director: Amanda Brittain
Head of Design: Rob Flynn
Motion Graphics: Tomas Cottle
Digital Creative Director: Digital Creative Director
Senior Digital Creative: David Hunter
Digital Producer: Matt Couston
Production Company: Goodoil
Executive Producer: Sam Long
Producer: Liew Griffiths
Director: Hamish Rothwell
DOP: Germain McMicking
Sound Design: Shane Taipari @ Franklin Road
Photographer: Ross Brown @ Match Photography
Retoucher: Andy Salisbury
Media: Starcom
Sally Falconer – General Manager
Toby Yonge – Business Manager
Soundtrack: ‘You Got Me Singing’ – Leonard Cohen
16 Comments
Sorry what?
29 years in the marketing / advertising industry including plenty of time in automotive…. I just don’t get it!
What a mess
what’s to get?
Sad effort Saatchis.
There is an amazing legacy of Hilux ads out of NZ. This is not up to scratch.
why is this 90 seconds long and so depressing…
badly shot, boring edit and casting from cliche handbook
Not really sure what’s going on there.
Was expecting something epic.
Bugger.
Humourless. Would this hit the target market, or mindful hipsters?
Needs a bloody good rev up all round.
Lovely
Gold result for us.
Your abuse of Leonard Cohen in this ad is obscene, have you decided that because Donald used songs without approval it was okay for you? The man was a human being, not a car salesman. Please feel free to go screw yourselves.
Nice!
This could have been so much more. The first few seconds were filled with hope.
As the kids say: awkward AF
Think it’s pretty good idea/insight for a car company. Nice.
Toyota. It’s toughness redefined.
I get it. I like it. Why does it need to be another spot of towing/breaking shit?
Beautiful work, Saatchi’s. Great insight.
Redefined is the go to proposition for every new auto brief , so soft