‘Don’t send a ute to do a HiLux job’: Toyota doubles down on HiLux reliability in new campaign, via Saatchis
Toyota has launched a new campaign reminding Aussies that the HiLux is “world’s apart” from any other ute, via Saatchi & Saatchi Australia.
In the first major campaign since expanding its remit on the brand, Saatchi & Saatchi has doubled down on showcasing the HiLux’s quality, durability, and reliability.
“There are lots of utes out there that look the part. 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,” said Avish Gordhan, co-CCO at Saatchi & Saatchi Australia.
“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.”
Vin Naidoo, general manager, national marketing division at Toyota Australia, added: “HiLux holds a special place in the hearts of Australians – 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.”
The campaign was directed by Scoundrel’s Tim Bullock.
It will be activated across key sponsorships, OOH, broadcast, digital, radio, in-store, CRM, and social, with further extensions to follow.
Earlier this year, Saatchi & Saatchi was appointed to Toyota’s retail and value chain communications account, nabbing it off Dentsu Creative who held it for a decade.
In 2021, Toyota handed its media and creative accounts to Publicis Groupe, with Spark Foundry managing media and Saatchi & Saatchi retaining brand and select product portfolios. Independent agency HERO was also added to the roster for select product portfolios. Independent agency HERO was also added to the roster for select product portfolios.
Earlier this year, creative agency R/GA retained the automotive brand’s digital marketing account, working across experience design, SEO, data and platform management, product launches, campaigns and brand narratives. The partnership dates back to 2016.
Credits:
Client: Toyota Motor Corporation Australia
Senior manager, marketing operations: Anthony Nobile
Manager, communications – commercial & brand: Kylie Graham
Senior brand specialist – commercial vehicles: Kellie Burmeister
Brand specialist – commercial vehicles: Abbey Harrington
Creative agency: Saatchi & Saatchi Australia
Chief creative officers: Dave Bowman, Mandie van der Merwe, Avish Gordhan
Creative director: Piero Ruzzene, Carlo Mazzarella
Creative: Jake Blood & Hannah Payton, Robert Bamford, Ben de Klerk
Head of design: Tod Duke-Yonge
National director of production: Michael Demosthenous
Senior Integrated producer: Sara Kennedy & Esta Lau
Chief client officer: Ben Court
Executive strategy director: Joe Heath
Group business director: Zoe Kypros
Senior business director: Melanie Bunn
Business manager: Jen Weston
Business executive: Miles Donellan
Media: Spark Foundry Australia
Production company: Scoundrel
Director – Tim Bullock
Executive producers – Adrian Shapiro, Kate Gooden
Producer – Tessa Simpson
DOP – Simon Duggan
Casting – i4Casting, Nick Hamon
Editor/post production – Adam Wills
Colourist: Ben Eagleton
VFX: Blockhead
Audio: Massive Music
Sound designer – Simon Kane @ MassiveMusic
Executive producer: Katrina Aquilla
Music supervision – Michael Szumowski @ Big Sync Music
Production company: Prodigious Australia
Executive producer: Tim Pietranski
Producer: Sophie Elliott
Photographer: Janyon Boshoff
Behind the scenes shooter: Jeremy Shaw
Stills digi op: Simon Taylor
Stills CA: Matteo Macri
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