Seen+Noted: Toyota Australia launches new HiLux campaign via Saatchi & Saatchi Australia proving ‘You Don’t Send a Ute to Do a HiLux Job’

The integrated campaign via Saatchi  Saatchi Australia will be activated across key sponsorships, OOH, broadcast, BVOD, digital, radio, in-store, CRM & social with further extensions to follow.

 

There are utes, and then there’s HiLux. They’re worlds apart. HiLux has proven time and time again that it is the epitome of quality, durability and reliability, setting the benchmark for every other ute.

The spot was directed by Tim Bullock from Scoundrel, with master DoP Simon Duggan.

Says Vin Naidoo, General Manager, National Marketing Division, Toyota Australia: “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.”

Adds Avish Gordhan, Chief Creative Officer, Saatchi & Saatchi Australia:  “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. 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.”

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