Toyota celebrates Hilux durability, reliability in new campaign

Toyota Australia has launched its latest campaign for Hilux via Saatchi & Saatchi Australia.

Directed by Tim Bullock from Scoundrel, the integrated campaign will be activated across key sponsorships, OOH, broadcast, BVOD, digital, radio, in-store, CRM & social with further extensions to follow.

Toyota Australia general manager, national marketing division Vin Naidoo said Hilux holds a special place in the hearts of Australians.

Vin: “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.”

Saatchi & Saatchi Australia CCO Avish Gordhan added that there are lots of utes out there that look the part.

Gordhan: “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.”

www.toyota.com.au

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