Australia – Toyota Australia has unveiled the latest iteration of its HiLux ute, marking a new phase for the long-running model through a campaign developed with Saatchi & Saatchi Australia.
The HiLux, which has been part of Australian motoring for more than 50 years, is being updated with revised exterior styling, upgraded technology and enhanced capability. Toyota said the new model was designed in Australia to suit local working and lifestyle needs while maintaining the durability associated with the nameplate.
The launch forms the next chapter of Toyota’s ongoing “Don’t send a ute to do a HiLux job” platform. A central element of the campaign is a hero film that depicts dozens of dogs leaving their owners’ vehicles to jump into the tray of the new HiLux, using the animals as a visual metaphor for loyalty.
Vin Naidoo, chief marketing officer at 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, chief creative officer at Saatchi & Saatchi Australia, said the concept was built around the model’s reputation with Australian drivers. “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.”
Media planning and buying for the campaign is led by Spark Foundry Australia. The multi-channel rollout is scheduled to run throughout summer across television, out-of-home, digital, radio, in-store and social channels, with additional extensions planned.
