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Saatchi & Saatchi and Toyota remind Australians You Don't Send a Ute To Do a HiLux Job

Avish Gordhan, Chief Creative Officer of Saatchi & Saatchi Australia and Vin Naidoo, General Manager of National Marketing at Toyota Motor Corporation, sat down to discuss their latest campaign in The Australian's The Growth Agenda.


The new campaign uses nostalgia and humour to reinforce the legacy of the Toyota HiLux whilst connecting with audiences.


“Toyota has had a long track record of memorable HiLux ads, and in recent times we’ve enjoyed adding little moments from previous campaigns as a nod to this history...Tongue-in-cheek humour has long been a part of the Toyota brand, particularly as it relates to HiLux," said Vin Naidoo.


Adding, “It’s something that people have enjoyed in the past about our advertising, and it has created a strong brand linkage, helping us to stand out in this segment. And while the way we express that humour has evolved in our campaigns for HiLux, we still see it as an inherent part of how we communicate this much-loved Toyota.”

Photo of Vicki Anderson, PMX New Zealand's Head of Investment

“They are regular utes that can do regular jobs. With this campaign we wanted to remind Australians that a HiLux is no regular ute," added Avish Gordhan.


“HiLux is very much part of the Australian community with such a diverse and broad fan base — so from that sense, we are reaching out to all of Australia. We have such loyal owners who just love their trusty HiLux over the generations, coupled with those that have always dreamt of getting into a HiLux."


Read the interview in full here and watch the 30-second TVC here.

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