Steve Anastasiadis returns to Saatchi & Saatchi as 4WD Border Patrol spoof is unveiled

Steve AnastasiadisSaatchi & Saatchi will this weekend unveil one of the most tongue-in-cheek pieces of work in recent years for client Toyota, with a spoof on Border Patrol.

And Mumbrella can reveal that former GM Steve Anastasiadis has returned to the agency as executive director after stints in Europe and as CEO of Saatchi & Saatchi’s Dubai regional hub.

The Australian returned to Sydney in April and took some time out before returning to the industry.

Anastasiadis originally joined Saatchi & Saatchi Sydney as an AFA trainee around 18 years ago.

He told Mumbrella: “It was time to come back for family reasons as much as anything. I came back before I was offered this job. I never though I would end up back here again – it really is back to the future.”

He took the job after discussions with CEO John Foley who replaced Simone Bartley in February and regional chairman Ian Rowden. Anastasiadis said: “There’s a very different approach at the agency now. There’s a lot of emphasis on teamwork and collaboration. We are always going to be about the idea, but it is also going to be much more about the strategy and the role of insight.”

Part of Anastasiadis’ brief will be to bring in new business. After losing Aussie Home Loans, the agency has an obvious gap for a financial services client. Telcos and travel and leisure are also obvious sectors it will be targeting.

During much of his career, Anastasiadis has been involved in the agency’s relationship with Toyota, on a local, regional and global level.

This weekend’s breaking campaign – ‘Country Border Security’ – brings together the Toyota four wheel drive range. Directed by 30 Seconds co-creator Tim Bullock, it pokes fun at soft city stereotypes.

The 60 second version will break during tomorrow’s AFL grand final with a 30 second version to follow.


  • Peter Webster, Divisional Manager. Toyota Motor Corporation Australia
  • Scott Thompson, Corporate Manager, National Advertising. Toyota Motor Corporation Australia
  • Noni Rosengren, Manager, Commercial Advertising. Toyota Motor Corporation Australia
  • Dimitri Andreatidis, Commercial Advertising Manager, Toyota Motor Corporation Australia
  • Executive Creative Director: Steve Back
  • Creative Director: Dave Bowman
  • Copywriter: Steve Jackson
  • Art Director: Vince Lagana
  • Strategic Planner (creative agency): Simon Bird
  • Business Management: Ben Court, Group Account Director; Amy Turnbull, Account Director
  • Media Agency: TMS
  • Agency Producer: Kate Whitfield
  • Production Company: Prodigy Films
  • Director: Tim Bullock
  • Editor: Adam Wills
  • Post Production: Frame Set Match

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.