Saatchi & Saatchi and Toyota Australia have launched the new HiLux campaign that showcases why it is the epitome of quality, durability and reliability, setting the benchmark for every other ute.

The integrated campaign, directed by Tim Bullock from Scoundrel, will be activated across key sponsorships, OOH, broadcast, BVOD, digital, radio, in-store, CRM and social with further extensions to follow.

Vin Naidoo, general manager, national marketing division, Toyota Australia, said: “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.”

Avish Gordhan, chief creative officer, Saatchi & Saatchi Australia, said: “There are lots of utes out there that look the part. Those regular utes can do regular jobs.

“But we heard …

Watch/Read More