Toyota puts unbreakable drivers to the test in new Hilux campaign via Saatchi & Saatchi, Sydney
CB Exclusive – Saatchi & Saatchi is set to launch a major new campaign for Toyota Hilux which airs on Saturday.
Directed by Tim Bullock from Scoundrel, the campaign celebrates the unbreakable driver and shows what it takes to be worthy of the Unbreakable Hilux.
Says Mike Spirkovski, ECD, Saatchi & Saatchi: “For decades Hilux has firmly held the flag for being ‘unbreakable’ and is seen as the pinnacle by many of the hardest-working blokes across the country. We simply wanted to highlight that our Unbreakable Hilux deserves an equally unbreakable driver. Nothing less.”
The campaign consists of a suite of TV spots, and will be further supported by an extensive social, outdoor and digital campaign.
Client: Toyota
Brad Cramb, Divisional Manager, National Marketing
Peter Hampson, Corporate Manager, Brand Management & Communications
Noni Rosengren, Manager Commercial & Brand Advertising
Lisa Sutherland, Commercial Communications Manager
Agency: Saatchi & Saatchi
Executive Creative Director – Mike Spirkovski
Creative Director – Steve Carlin
Art Director – V. Wassim Kanaan
Copywriter – Emma Lord
Executive Producer – Llew Griffiths
Producer – Greg Fyson
Executive Planning Director – Jason Lonsdale
Managing Partner – Ben Court
Senior Business Director – Amy Turnbull
Business Manager – Chelsea Lamond
Director – Tim Bullock
Executive Producer – Adrian Shapiro
Prod Co – Scoundrel
Editor – Jack Hutchings @ The Butchery
Post Production – Cutting Edge
VFX Supervisor – Jonathan Hairman
VFX Producer – Abby Buick
Colourist – Ben Eagleton @ BE
Sound – Nylon Studios
Music – Level Two Music
71 Comments
Class
Love it.
Loved this… Got me with the keys
Das is good
Best local spot this year.
That is AWESOME!
Nothing soft gets in.
Been done – same agency, same director. Just not as real or as good.
https://www.youtube.com/watch?v=KUy4WHLr8I4
This will win awards…
Ha! All time! The keys.
You are all obviously getting high off the smell of your own butt toots.
That is BLOODY UNREAL!!!!
same same.
boring.
@ Border Security and ahem.. You guys must be burning.. this is a good ad. Nice one guys.
Nice craft spoilt by an idea that has been done at least ten times.
Pure Gold…and ad of the year so far.
Very entertaining. “Beach car park” was my favourite
Great ad. Very well done
Like… very well crafted
https://www.youtube.com/watch?v=isC32ev4Lw4
Yep. Hilux Black my fave.. Nice work Spirko and crew.
Don’t forget “same client”.
Same tone of voice, different idea.
It’s called consistency. Helps with brand development etc.
Hope that helps you understand advertising a little better.
I like it! Well done to the S&S crew
A great ad. Saatchi should be proud.
https://www.youtube.com/watch?v=HBdi0q6TXbw
This is fantastic. Ad of the year. I’m coming back every 15 mins to leave a positive a message!
@Border Security:
Don’t forget “same client”… it’s called consistency. It’s a good thing.
Do you hate on all the US Skittles work as well?
Yay…I am back…but as a HiLux 🙁
Thought I was funnier the first time though.
Skittles is original. This is not. Two words Pizza Pizza.
If it ain’t broke…
Great campaign.
Oh @ Planner,
Consistency you say?
Skittles uses one line and tone with similar executions.
This compared to Border Security is similar executions and tone (just not as good) but with completely different lines. ‘Unbreakable’ doesn’t appear anywhere on Border Security because it’s not an ‘Unbreakable’ ad! One is for Hilux, one is for a range of Toyota vehicles.
So apart from been a ripoff, what consistency are you talking about?
Anyone saying this is the same idea as Border Security doesn’t know the difference between a brand idea and an execution. For you trolls I will explain it, because I see this misunderstanding A LOT on here.
The brand idea for Hilux is pretty clearly that it is a bloody tough truck for tough people. Unbreakable. Has been this for MANY years. It’s called building brand equity.
For Border Security, the line was Nothing Soft Gets In. The “execution idea” was to set up a border patrol screening out anyone or anything not tough enough for the outback. Just that, an execution that was an expression of the bigger brand idea.
For this campaign “Unbreakable Drivers”, it’s about testing whether a driver is tough enough for the Hilux. Similarities? Sure, maybe a little bit. I hope so. Same product. Same brand. That is called consistency. Oh, and same director? Yup. Seems to add to the consistency if you ask me.
Same brand idea. New fresh execution. It’s pretty simple.
Sorry I had to get that out. It’s embarrassing to our industry reading these comments sometimes.
This is a really good fucking ad, as some of the smarter people above have recognized.
Nite nite.
Slow Clap
Doesn’t get much better than this. Well done Saatchi’s.
And this is why I love this business, because of awesome shit like this!!!
I can’t say it enough. I like my own work.
S&S Sydney,
I beg you, please stop writing your own complimentary comments here.
Very transparent guys. You’re embarrassing yourselves.
Just as transparent as these ads been unoriginal.
@ planner & @ What’s an idea,
It’s fair to say you both work at Saatchi’s. Your defensive comments give it away.
‘Consistency’ seems to be the theme of your arguments.
I’m just a little confused – this new ad is for Hilux and Border Security was for a range of Toyota vehicles. In fact, I don’t think I see much of the Hilux in that ad. I remember 4WD’s for some reason.
So when you say ‘Same brand idea’ which brand are your referring to?
Do all Toyota 4WD’s use the ‘Unbreakable’ line? No, because that would be stupid and would ruin all the so called ‘brand equity’ you mentioned.
So I ask, if it’s about consistency and ‘brand equity’ why wasn’t ‘Unbreakable’ used in the Border Security ad? Answer: because it wasn’t a Hilux ad. It was a brand ad for the a range of off road vehicles. 2 different things.
Think before you type.
With all the talk of innovation, digital and content it’s just great to see a solid idea in big TV spot.
I reckon it’s better than Border, at least craft-wise.
@ Planner,
You’ve just admitted this is Border Security Part 2!
I like funny sequels.
http://youtu.be/BrQpPVS7544
These are the threads that make clients hate us… it’s a good ad, tradies will love it, yet the “creative community” over-analyses and tears it apart (which, ironically, is what we accuse clients of doing…)
…do we all really believe that the folks that made this ad come on here to spunk praise on it?
why would they? what fool would consider a comments thread as any kind of valid success metric for their work?
its good. people are saying its good. end of
This and Border Security are selling to the same blokes, and come from the same brand (ie Toyota).
No more complicated than that, is it?
Best spot for me is the AFL one. The others seem a bit sloppy with the writing / gags.
But a good 8 out of 10. Hardly unique, but fun to watch.
Children! You are squabbling over whether this ad is an 8 out of 10 or a 9.
@ What’s an idea/ planner,
So what ‘consistency’ and ‘brand equity’ do you share with Little Caesars pizza?
http://youtu.be/AhKzBKsHNFw
Very nice spot, well done.
Just saw this during AFL final and thought it was the standout.
Watched the final with my mates. Go the Hawks!
Hilux ad came on so I told them to watch. General consensus was that it was too try hard. 1 said it reminded him of the old ad “where they stop soft cocks getting in” but not as good. And guess what? Most are tradies. My old neighbor liked it though.
Out of all the final ads they liked the silliness of the Carlton Draught and Bundaberg rum ones.
@ do we,
Who you trying to fool?
Yes, of course these positive comments are Saatchi driven. No one talks like that about an ad. It simply isn’t original and your need to defend S&S proves you are one of them too.
@sense of perspective,
9 out of 10?! really? Wow, glad you don’t work in my agency.
I enjoy reading the comments every time a good ad comes out. Same type of comments every single time. Bloody entertaining.
@please
ha! paranoid much? i can 100% say i dont work, have never worked, nor (to my knowledge) do i know anyone who works or has ever worked there – swear on my mum and dads life, no fingers crossed or anything counts!
people like it, you don’t, get over it for gods sake. If you had once ounce of proof that the positive comments are coming from those who made it then i’d love to hear it.
I think it’s a great ad and probably best car ad this year. Music is brilliant!
The truth about this blog is that the number of negative comments on an ad directly correlates with people’s jealousy over having not made the ad in question.
The really bad (bland, invisible, 90% of what pollutes our screens) ads generally pass without much hoo-ha… because these turds are day-to-day output of the sad little trolls who lurk here in the CB Hate Arena.
@Eastern Observer
The negative remarks on this blog reflects the fact that it is a poorly imitated rip off of a well known and awarded US spot – Little Caesars.
From the beginning …right through to the key shot at the end.
So stop saying people could be jealous that they didn’t make it….they are angry that so many people think it is good when it is a pale copy of something that came well before.
@ Eastern Observer,
You’re totally right. This place is full of negativity. I’m sure Toyota will sell a lot of Hilux’s.
But, when an ad is similar to what you’ve seen before then surely one has the right to comment. We can’t all pretend. Forget Border Security, i’m talking about the research facility/boot camp type of execution. Done to death hundreds of times.
The most famous one is Little Caesars. It’s been posted here before but all the defending comments seem to ignore it. Why? Because they have no reply.
http://youtu.be/AhKzBKsHNFw.
Well done to all. Great work.
Do you really wish you had recreated an award-winning pizza ad?
I agree with everyone that this is indeed a great copy of a fabulous spot done in the US for Little Caesars Pizza. So well done Saatchi, I hope you feel good about yourselves.
I love that this very aussie bloke campaign was written by a female. Nice work, fella. And by fella, I mean: Emma.
And to be clear, i like it.
I find the real shame of this is that it’s very obvious that everyone involved has put in serious hard work. They’ve spent ages on the details, making it look great, etc – and it’s not a short spot. But all of that hard work is for nothing because the idea’s been done before. I would suggest most of you knew it had been done (it has been done many times as others on here have pointed out) but you chose to ignore that and waste your time anyway. I just don’t understand what you were thinking.
“Nothing is original. Steal from anywhere that resonates with inspiration or fuels your imagination. Devour old films, new films, music, books, paintings, photographs, poems, dreams, random conversations, architecture, bridges, street signs, trees, clouds, bodies of water, light and shadows. Select only things to steal from that speak directly to your soul. If you do this, your work (and theft) will be authentic. Authenticity is invaluable; originality is non-existent. And don’t bother concealing your thievery – celebrate it if you feel like it. In any case, always remember what Jean-Luc Godard said: “It’s not where you take things from – it’s where you take them to.” Jim Jarmusch
I can’t recall another car ad that has put its potential drivers through rigorous testing to see if they’re worthy enough to drive the vehicle…and fail.
You have firmly pointed out (about 4 times) that a pizza brand, many years ago, went out to prove that all their delivery drivers are put through intense job training to make sure they’ll never fail to deliver…or leave a customer hungry.
We could be here all day but frankly I’d much rather go outside for a nice walk in the sun and I strongly suggest you do the same as its forecast to rain soon.
Truth is, it’s an idea that works for the brand. The fact that it is a ‘copy of little caesars’ is probably not relevant 30 or more years later.
What bothers me is that it’s not funny enough.
But so are most of the ads I write.
In fact, so are just about all the ads that everybody writes.
So the creators of this have every right to be happy that they’ve earned their pay and haven’t committed any further crime than working in this business in the first place.
Pizza ad is about little the Little Caesars Pizza company testing their employees to be great at their jobs.. delivering pizza.
Hilux ad is about Toyota requiring drivers to be tough enough to drive a Hilux.
There’s some similarity, but to me it’s which fits the brand better. And that’s a no brainer. Hilux wins hands down.
So someone asked if i had seen the Hilux ad. I hadn’t and asked if it was good. They said have a look first then lets chat.
I was excited thinking I was going to see something great. So l logged on to watch.
What a frickin let down! It would have been great if the idea hadn’t been done before! I feel annoyed and ripped off.
It’s very lazy taking a formula that someone worked really hard cracking and then copying it.
Where is the creativity in this? Where is the fresh thinking? Where is the originality?
This isn’t a negative blog. It’s the truth. I was honestly hoping for something great.
Honestly, had you seen the pizza ad first, or just read about it on here?
What’s the name of the song?
Yes, I had seen the Little Ceasars ad before it was posted here.
Who hasn’t it? It’s won a heap of awards.,
The song is the Ecstasy of Gold. Sounds like the Metallica version from S&M.