Реклама toyota hilux unbreakable

Реклама toyota hilux unbreakable

TOYOTA HiLux has become the subject of an integrated campaign for the long-running “unbreakable” theme that centres on the love Australians have for their HiLux … even one from beyond the grave.

The “An Unbreakable Connection” campaign from Saatchi & Saatchi Australia plays on the emotional attachment with the ute that started as long ago as the launch of HiLux in 1968.

The campaign highlights the family connection with the ute. The latest ad features a family, their dog, and the ghost of the patriarch of the family who wants one last drive in his trusty ute.

Media publication AdNews, reporting on the new campaign, said it opens as the family wakes to the sound of banging and crashing and “it becomes evident that it is simply just the spirit of dad looking for his keys.”

“The campaign plays on the emotional relationship the vehicle has in bringing together a family and serving as a memory of a missed loved one.”

The ad was created by Saatchi & Saatchi Australia and the campaign was launched in the Toyota AFL Grand Final and subsequently rolled out across key channels, digital, OOH, radio and in-store.

Innocean Australia creative director Damon Porter said the ad celebrates the emotional maturity the brand has acquired after its long advertising history.

He told AdNews that the Toyota HiLux campaigns are no longer about being the “toughest” in Australia, but builds on the interdependence between the vehicle and the driver.

“A little while ago, one of my favourite bands came out with a new album with a completely different sound to what I was used to. It took me a while but the more I listened to it, the more I didn’t mind it,” he said.

“HiLux has taken a similar departure from their previous ‘unbreakable’ spots. This is no longer about demonstrating the toughness of the HiLux.

“Instead, they’re exaggerating the connection Aussies have to the vehicle. And that’s where HiLux ad fans might get tripped up. They’re expecting one sound when they’re getting another.”

Mr Porter said ad director Benji Weinstein brought “his nuanced eye to create a well-crafted spot.”

“It builds well, the sound design doesn’t overplay its hand and there’s some nice, subtle touches throughout,” he said.

Toyota Australia chief marketing officer Vin Naidoo said the 50-year history of the Toyota HiLux in Australia was a major influence on the success of the campaign.

“The place a Toyota HiLux holds in Australia is like no other. We love the Toyota HiLux and we know Australia loves the Toyota HiLux, especially with what it has been able to deliver over the previous 50 years,” he said.

AdNews quoted Kurt Toohey, creative director at Now We Collide, as celebrating the spiritual attachment that signified the personal connectivity between person and brand.

“It’s nice to see a spot that focuses more on the emotional attachment we have with cars and less on beauty shots and premium-level extras,” said Mr Toohey.

“Ticked all the boxes; nicely shot, well written and has that subtle touch that makes it a bit different. Would’ve loved to hear the debate with the legal team as they discussed whether or not the ghost should be wearing a seat belt.”

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Toyota Hilux – Unbreakable

Sydney – Saatchi & Saatchi Australia’s latest campaign for Toyota Hilux.

Directed by Tim Bullock from Scoundrel, the campaign celebrates the unbreakable driver and shows what it takes to be worthy of the Unbreakable Hilux.

Saatchi & Saatchi ECD Mike Spirkovski stated: “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.

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Toyota Launches New Hilux By Celebrating Its Unbreakable Bond With Kiwis In Fantastically Funny Campaign Via Saatchi & Saatchi NZ

Toyota has launched its new 2021 Hilux by celebrating its unbreakable bond with Kiwis in funny and clever campaign from Saatchi & Saatchi NZ.

The campaign was shot on location in Queenstown and directed by Sweetshop’s Damien Shatford, with stills by Ross Brown.

The campaign comprises of 20 individual pieces of film and includes TV, Social, Digital, Press, Outdoor and a number of site-specific contextual iterations. The media approach was led by Starcom New Zealand.

Andrew Davis, Toyota New Zealand General Manager of Marketing said, “We are excited to present the all new Hilux to New Zealand with this integrated campaign. This is the most technologically advanced truck introduced in New Zealand and by far the best Hilux model we have ever launched. Hilux has always had a strong connection with Kiwis, so it’s great to be able to celebrate that bond through this new campaign and showcase all the different models and drivers that are part of the Hilux New Zealand story.”

Steve Cochran, Chief Creative Officer, Saatchi & Saatchi NZ said, “Hilux has long been a part of Kiwi culture and this campaign plays to that. I certainly consider myself privileged to have joined Saatchi & Saatchi just in time to work with the team on such a special Kiwi brand on such a significant campaign for my first project. It’s been as fun to make, as we reckon it is to watch.”

The music that underpins the campaign was a bespoke collaboration between local New Zealand music legends Troy Kingi and Tami Neilson, revisiting the classic “Ghost Riders in the Sky”. This marks a continuing connection between Kingi and Hilux, having acted in the previous two Hilux campaigns.

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VIDEO: 2016 Toyota Hilux – now more unbreakable?

Here’s a cool video of the eighth-gen Toyota Hilux, made by Toyota Australia. In this clip, the new Hilux is put through a gruelling test which aims to highlight how the new pick-up truck is “more unbreakable than ever” and that it’s more refined as well.

As a reference, that’s the Australian-spec double cab 4×4 SR5 variant you’re looking at, which is the top-of-the-range Hilux Down Under. While we can’t say for sure that the track you’re looking at is real, or even whether it “was originally built to test tanks,” it’s divided into multiple sections: reverse cam showcase, towing stretch, suspension test, weather test, city test and the “mates test.”

The new Hilux now has a maximum of 3.5 tonne towing capacity, which is also made possible thanks to a new 2.8 litre turbodiesel engine that makes 174 hp and 450 Nm of torque in the auto variant. According to the lead guy in the chopper, the new truck has the capacity of towing one’s “mother-in-law away from a buffet.”

In the suspension test, the ad shows off the Hilux’s off-roading capabilities. According to Toyota, the suspension itself was developed in Australia. With its double-wishbone front and leaf spring rear, it features a thicker front stabiliser bar that increases roll stiffness, along with larger dampers and relocated rear dampers.

It seems that the Hilux also has a quieter interior, as demonstrated in the weather test portion. Toyota Australia says that additional seals have been added into the front and rear doors, while the weather strip is now extended to the rocker panel, said to increase noise barrier performance. In addition to that, the dash silencer on diesel models have been increased in size, by 50%.

Watch it till the end to see the “mates test” – a clever way of emphasising the eighth-gen Hilux’s maximum payload of up to 1,240 kg!

2016 Toyota Hilux, Australian-spec

2015 Toyota HiLux 4×4 SR5 double cab

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