Toyota channels Top Gear challenge as it puts new Hilux on trial in AFL grand final campaign
A new campaign for Toyota channels an episode of motoring show Top Gear by putting the Hilux through a series of unusual tests to prove how indestructible it is.
A new 90-second spot created by Saatchi & Saatchi Sydney is set to air during the AFL grand final on Saturday, and features a group of men being shown the cars being put through tests on a tank testing facility which they had to “upgrade” for the car.
The tagline of the campaign is ‘More Unbreakable Than Ever’.
The campaign is reminiscent of an episode of motoring show Top Gear which attempted to destroy an old Hilux with a series of tests.
Saatchi & Saatchi Sydney executive creative producer Mike Spirkovski said in a statement: “Australia has some of the toughest driving conditions in the world and the fact that we test the Toyota Hilux right here in our own backyard says a lot about its unbreakable stature.
“I also think there’s nothing like a good product demonstration to help show that the all new Hilux can take just about anything Aussie life throws at it.”
The campaign will span TV, social, outdoor, digital and sponsorship integration.
Katie Thompson Toyota’s corporate manager for brand management & communications) added: “Hilux is one of our most important models in the Australian market, playing a fundamental role in our heritage and connection with our Australian customers.
“With extensive local development the new generation Hilux is the toughest, most comfortable Hilux ever, so it was an exciting opportunity to challenge Saatchi & Saatchi to communicate the advanced features in an entertaining way. Using toung in cheek humour that we’ve come to expect from Hilux, the new campaign does just that.”
Credits:
Toyota Motor Corporation Australia
Brad Cramb, Chief Marketing Officer, National Marketing
Katie Thompson, Corporate Manager, Brand Management & Communications
Noni Rosengren, Manager Communications ‐ Commercial & Brand
Lisa Sutherland, Commercial Communications Manager
Saatchi & Saatchi Australia
Executive Creative Director – Mike Spirkovski
Senior Art Director – Flavio Fonseca
Senior Copywriter – Piero Ruzzene
Executive Producer – Julia Jackson
Executive Planning Director – Jason Lonsdale
Senior Planner – Joseph Smeaton
Managing Partner – Ben Court
Senior Business Director – Sam Jones
Senior Business Manager – Chelsea Lamond
Music – Donna Fitzhenry – Music Mill
Production Company ‐ Revolver
Director ‐ Matt Devine, The Glue Society
Managing Director/ EP ‐ Michael Ritchie
Executive Producer ‐ Pip Smart
Producer ‐ Ian Iveson
Editor ‐ Dan Lee for The Butchery
VFX ‐ Alt. VFX
VFX Supervisor: Jay Hawkins
VFX Producer: Kate Stenhouse