Toyota redefines tough in its newly launched Hilux campaign via Saatchi & Saatchi, NZ

Screen Shot 2017-01-20 at 12.28.14 pm.jpgToyota 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


Barney Rubble said:

Sorry what?
29 years in the marketing / advertising industry including plenty of time in automotive.... I just don't get it!

Adgirl said:

What a mess

@barney said:

what's to get?

Opportunity squandered. said:

Sad effort Saatchis.

There is an amazing legacy of Hilux ads out of NZ. This is not up to scratch.

so boring said:

why is this 90 seconds long and so depressing...
badly shot, boring edit and casting from cliche handbook

Melania Trump said:

Not really sure what's going on there.

Old CD Guy said:

Was expecting something epic.


Action Jackson said:

Humourless. Would this hit the target market, or mindful hipsters?
Needs a bloody good rev up all round.

Brendan said:


DDB said:

Gold result for us.

Roger said:

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.

random creative said:


George said:

This could have been so much more. The first few seconds were filled with hope.

As the kids say: awkward AF

Bobthebuilder said:

Think it's pretty good idea/insight for a car company. Nice.

Car Enthusiast said:

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.

what's tough about this? said:

Redefined is the go to proposition for every new auto brief , so soft

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