Toyota Australia launches campaign during AFL grand final via Saatchi & Saatchi

Saatchi & Saatchi Australia has launched a new brand campaign for the Toyota HiLux, celebrating Australian’s emotional connection to the vehicle since its launch in 1968.

The integrated campaign was launched during the 2022 Toyota AFL Grand Final and will be rolled out across key channels including digital, OOH, radio and in-store. It is the first major work for the brand in five years, with Saatchi & Saatchi having last created an AFL grand final campaign for the Hilux brand in 2015.


In creating the campaign, Saatchi & Saatchi and Toyota sought to dramatise how a HiLux has become part of the family for many, with a long form 90 second film playing out the response of a family as they awake to their fathers ghost disrupting the household, before grabbing his old car keys and taking off in his beloved Toyota HiLux.

Toyota Australia chief marketing officer Vin Naidoo said: “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.”

Simon Bagnasco, head of creativity, Saatchi & Saatchi Australia, added: “There has been a strong legacy of work for HiLux in Australia. We hope this work lives up to that legacy.”


Client: Toyota Motor Corporation Australia
Senior Manager – Brand Management & Communications: Andrew Wearing
Manager, Communications – Commercial & Brand: Kylie Graham 
Senior Commercial Communications Coordinator: Brooke Butkiewicz

Creative Agency: Saatchi & Saatchi Australia
Head of Creativity: Simon Bagnasco
Assoc. Creative Director: Kerem Serkerci
Creative: Jake Blood, Hannah Payton
Executive Producer & Head of TV + Content: Michael Demosthenous
Head of Design: Tod Duke-Yonge
Senior Integrated Producer: Holly De Roy
Chief Client Officer: Ben Court
Chief Strategic Officer: Alex Speakman
Group Business Director: Damiano Di Pietro
Snr. Business Director: Amelie Carpentier
Snr. Business Manager: Jessie Roper
Business Manager: Alex Karanicolas

Media: Spark Foundry

Production Company: Finch
Director: Benji Weinstein
EP: Corey Esse
Producer: Viv Jaspers
DoP: Jeremy Rouse
Production Manager: Lucy Sparke
1st AD: Jeremy Fitzgerald
Gaffer: Crispian Hayler
Key Grip: Luke Stone
Production Designer: Sherree Philips
Drone: Heliguy
Offline Editor: Drew Thompson
Post: Atticus

Music and Sound by MassiveMusic & Big Sync Music
Music Supervision: Michael Szumowsk
Executive Creative Director: Ramesh Sathiah
Composer: Haydn Walker
Sound Designer: Simon Kane
Executive Producer: Katrina Aquilia


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