Toyota celebrates its unbreakable bond with Kiwis in 2021 Hilux campaign via Saatchi & Saatchi
Toyota New Zealand has unveiled its new brand platform for the 2021 Hilux through a multi-channel campaign via Saatchi & Saatchi New Zealand, that celebrates the bond between friends, between driver and their Hilux, and between Toyota and New Zealand.
The content was shot on location in Queenstown and directed by Sweetshop’s Damien Shatford, with stills by Ross Brown. The campaign comprises of 20 individual pieces of film and includes TV, social, digital, press, outdoor and a number of site-specific contextual iterations. The media approach was led by Starcom New Zealand.
Says Andrew Davis, general manager of marketing, Toyota New Zealand: “We are excited to present the all new Hilux to New Zealand with this integrated campaign. This is the most technologically advanced truck introduced in New Zealand and by far the best Hilux model we have ever launched. Hilux has always had a strong connection with Kiwis, so it’s great to be able to celebrate that bond through this new campaign and showcase all the different models and drivers that are part of the Hilux New Zealand story.”
Says Steve Cochran, chief creative officer, Saatchi & Saatchi NZ: “Hilux has long been a part of Kiwi culture and this campaign plays to that. I certainly consider myself privileged to have joined Saatchi & Saatchi just in time to work with the team on such a special Kiwi brand on such a significant campaign for my first project. It’s been as fun to make, as we reckon it is to watch.”
The music that underpins the campaign was a bespoke collaboration between local New Zealand music legends Troy Kingi and Tami Neilson, revisiting the classic “Ghost Riders in the Sky”. This marks a continuing connection between Kingi and Hilux, having acted in the previous two Hilux campaigns.
VIEW THE HERO SPOT
VIEW THE 10″ VIDEO TECHNOLOGY – MUSIC
VIEW THE 10″ VIDEO POWER – TORQUE
VIEW THE 10″ VIDEO POWER – TURBO
VIEW THE 6″ VIDEO – EYEBROWS – CHEESE
VIEW THE 6″ VIDEO – DIGGER – NAMES
VIEW THE 6″ VIDEO – MUDFLAP – PHONE
Client: Toyota NZ Ltd
Creative Agency: Saatchi & Saatchi NZ
Media Agency: Starcom
Production company: Sweetshop
Director: Damien Shatford
Executive Producer: Ben Dailey
Executive Producer: Kate Roydhouse
Producer: Tony Whyman
DOP: Ben Seresin
Post / VFX: Stu Bedford
Audio: Franklin Road – Shane Taipari
Music: Ghost Riders in the Sky – Performed by Troy Kingi & Tami Neilson
Photography: Ross Brown – Match
Retouching: Jason King – SixtyFour
12 Comments
Nice.
Top notch.
Very decent. Especially love the budget!
A big, funny, good ad.
Chef’s kiss.
Ka mau te wehi
Pants really are just long-sleeve shorts. Great spot.
Great work, great fun. Nice to see Saatchi back on form, long may it continue!
this is fantastic
If I got “Genitalmen” into a script, I think I’d just pack it in and retire early. Standing ovation.
Love it
Great example of a new ECD making previous ones look decidedly average…
Previous one wrote it?