Saatchi & Saatchi has released a new campaign for the rebuilt Toyota Hilux, that centres around a story of Kiwi mateship.
“The new Hilux redefines what toughness means,” says Saatchi ECD Corey Chalmers. “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.”
Toyota NZ general manager UV & marketing Andrew Davis said: “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.
Watch the TVCs here:
Hilux Good Chat Accessories 15sec)
Hilux TV Good Chat Safety (15sec)
Hilux Good Chat Redesign
CREDITS
Client: Toyota New Zealand
Chief Executive Officer: Alistair Davis
General Manager UV & Marketing: Andrew Davis
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
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
Media: Starcom
General Manager: Sally Falconer
Business Manager: Toby Yonge
Sound Design: Shane Taipari @ Franklin Road
Photographer: Ross Brown @ Match Photography
Retoucher: Andy Salisbury
Soundtrack: You Got Me Singing, Leonard Cohen
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