Toyota launches life-sized Tonka HiLux

Toyota Australia has partnered with “the world’s toughest toy” to create an “unbreakable” HiLux Tonka concept vehicle.

The HiLux Tonka content piece, opens with a drumbeat and footage of rolling sandhills, with text asking viewers: “Remember how it felt to be king of the sandpit?” 

The ad, created by Saatchi & Saatchi, showcases an adult version of the children’s toy car, driving through a desert dodging massive sandpit toys like a bucket, spade and soccer ball.

Toyota Tonka HiLux concept car

The ad ends with the words: “When you push the limits of unbreakable, there’s no telling where you might end up”.

Fans of HiLux and Tonka will have the opportunity to experience the vehicle ‘in the metal’ as Toyota tour it around 4WD shows, field days and expos across the country, according to a statement from Saatchi & Saatchi.


Toyota Motor Corporation Australia

Wayne Gabriel – Divisional Manager, National Marketing

Yolande Waldock – Corporate Manager, Brand Management & Communications

Hannah Roy – Manager, Marketing Communications – Commercial Vehicles & SUVs

Hayley Phillips – Commercial Communications Manager, National Marketing

Saatchi & Saatchi

Chief Creative Officer – Mike Spirkovski

Associate Creative Director – Dan O’Connell

Associate Creative Director – Sam Chappell

Senior Copywriter – Anton Posa

Senior Art Director – John Jordan

Senior Art Director – Simon O’Neill

Executive Producer – Kate Gooden

Producer – Natalie Greaves

Managing Partner/Planning Director – Alex Speakman

Managing Partner – Ben Court

Group Business Director – Sam Jones

Senior Business Manager – Izabela Gustowski

Business Manager – Thomas Beech

Production Company: Milkmoney

Sound: Uncanny Valley



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