For more than five decades, HiLux has been part of Australian life, from rugged farms and bustling worksites, to coastal tracks and suburban streets.
Now, the new HiLux takes that legacy forward with tougher styling, upgraded technology and enhanced capability. Designed in Australia, built for the way Australians work and play today without compromising on the durability they expect.
To celebrate this evolution, Toyota Australia and Saatchi & Saatchi Australia have created a new chapter in the ‘Don’t send a ute to do a HiLux job’ platform.
In the hero film, dozens of dogs—the ultimate symbol of loyalty—abandon their owners’ utes and leap into the tray of the new HiLux in a playful demonstration of the loyalty HiLux inspires.
Vin Naidoo, CMO of Toyota Australia said: “In Australia’s heart, one name stands tall—HiLux. It’s tough, loyal, and ready for anything, just like man’s best friend. We know customers are going to be impressed with the styling and technology updates, and that the HiLux will continue to be an iconic Australian ute.”
Mandie van der Merwe, co-CCO, Saatchi & Saatchi AU said, “HiLux has earned a unique kind of loyalty in Australia. It’s not just a ute. Its dependability has earned it a reputation as a part of people’s lives. With the new HiLux, we wanted to celebrate that loyalty and have a bit of fun with it. In our film, even the most loyal sidekicks ditch their owners for a ride in a HiLux. And honestly, Aussies will find it hard to argue with their taste.”
With media led by Spark Foundry Australia, the multi-channel campaign rolls out across the summer on TV, OOH, digital, radio, in-store and social, with further extensions to come.
Campaign credits:
Client – Toyota Motor Corporation Australia
Senior Manager, Marketing Operations: Anthony Nobile
Manager, Communications – Commercial & Brand: Kylie Graham
Senior Brand Specialist: Kellie Burmeister
Agency – Saatchi & Saatchi Australia
Chief Creative Officers: Dave Bowman, Mandie van der Merwe, Avish Gordhan
Creative Director: Piero Ruzzene
Creative: Rosita Rawnsley-Mason, David Govier
Head of Design: Tod Duke-Yonge
Integrated Designer: Sophie Whitehead
National Director of Production: Michael Demosthenous
Senior Integrated Producer: Esta Lau
Chief Client Officer: Ben Court
Executive Planning Director: Joe Heath
Group Business Director: Zoe Kypros
Senior Business Director: Melanie Bunn
Business Manager: Charlotte Brasington
Business Executive: Georgie Menzies
Media – Spark Foundry Australia
TV Production Credits
Production Company – Finch
Director: Christopher Riggert
Managing Director / Executive Producer – Corey Esse
Executive Producer – Nick Simkins
Producer: Caroline David
DOP: Sam Chiplin
Casting – Felicity Byrne
Editorial- Offline – Arc
Editor: Jack Hutchings
Post-Production – Alt VFX
VFX Director/Founder: Col Renshaw
Post-Production Producer: Celeste Fairlie
Sound – Sonar
Stills production credits
Production Company – Photoplay
Photographer – Michael Corridore
Executive Producer – Alison Lydiard
Producer – Amanda Moore
Retouching – Prodigious
