28 October, 2020 - 08:50
Coinciding with the unveiling of the 8th generation of its market-leading range of super tough bakkies, Toyota South Africa has evolved the Toyota Hiluxs Tough, Tougher, Tougher-er strategic positioning to claim Legendary Toughness.
The Toyota Hilux debuted in South Africa in 1969 and, with its 2nd generation launching in 1973, quickly became the countrys favourite bakkie outselling its competitors in the light commercial vehicle category in that year and every year since then with the exception of 1979, 1997 and 1998.
To date, over 1-million Toyota Hilux units have been sold; the resilience, reliability, confidence and patriotism the bakkie exudes resonating with South Africans whether they own a Toyota Hilux or aspire to own one.
Tasked to develop a brand campaign to hero the toughest range of bakkies on the market, FCB Joburgs creative team of Executive Creative Director Tian van den Heever, Creative Director Julie Thorogood, Art Director Kursten Meyer and Copywriter Verona Meyer, had several key goals to meet.
This is the 8th generation of Hilux, and every year people expect more and more from this legendary bakkie with its with proven credentials. Thats why Toyota keeps improving it year after year, so that every generation of Hilux is tougher than the last, explained Toyota SAs Senior Advertising Manager, Tasneem Lorgat.
Not only did the Toyota marketing team want to celebrate and reinforce Toyota Hiluxs legendary toughness, it wanted a campaign that communicated the increased power, improved styling, connectivity and new safety features of the diversified line-up.
And, it wanted to achieve this in a distinctive manner that not only retained the brand loyalty of existing Toyota Hilux drivers, it attracted a new type of customer to the brand, she said.
View the agencys response here: https://youtu.be/HBGcsHbkmas
Van den Heever, who has been working on the Toyota SA business at FCB Joburg for 10 years, explained the agencys thinking.
We started with a question: The Toyota Hilux has a long-standing reputation for toughness, and each generation is made to be tougher-er than the preceding one. So, where do you go from tougher-er? The answer was Legendary Toughness.
And with this new positioning of Legendary Toughness, we took a hard, cold look at the lives we have led so far in 2020, its been a time of unprecedented hardship and uncertainty for so many.
That led to a second question: What would a leader do during this time? Because, in our opinion and that of over a million Toyota Hilux drivers, Toyota Hilux has the credibility to be a leader that rallies people during the tough times that we find ourselves living in.
We therefore opted to use the launch of the 8th generation of the Toyota Hilux range to inspire and remind the nation that we are not easily beaten. That we will overcome. And that we are tougher than the times we find ourselves living in. We have, like the Toyota Hilux, Legendary Toughness.
The Toyota Hilux has always offered legendary functionality, power, styling, technology and safety. This campaign depicts the Toyota Hilux as unashamedly owning this legacy as it takes the consumer with it on a journey from toughness to legendary with human stories of legacy, endurance and resilience.
This campaign truly reaches out to those who resonate with the brand, added Van den Heever. It makes them feel My bakkie is an extension of my identity- its as hard working, rugged and South African as I am. Theres a legendary Hilux for me.
The TVC was shot in Cape Town over two days by Anton Visser of Patriot Films. The 360deg through-the-line campaign includes above-the-line, digital and social, out-of-home, print and print collateral in dealerships. It broke in October.
Credits:
Client: Toyota SA
Brand: Toyota Hilux 8th Generation
Senior Advertising Manager, Toyota SA: Tasneem Lorgat
Advertising Manager, Toyota SA: Zhandre Brandt
Creative agency: FCB Joburg
Group Chief Executive: Brett Morris
Executive creative director: Tian van den Heever
Creative Director: Julie Thorogood
Business Unit Director: Struan De Bellelay-Bourquin
Copywriter: Verona Meyer
Art director: Kursten Meyer
Communication Strategic planner: Lara Chatzkelowitz
Digital Strategic planner: Langelihle Sithole
Project Manager: Shiraz Mckenzie
Account Lead: Sibusiso Zondo
TV Producer: Nakita Bolus
Production house: Patriot Films
Director: Anton Visser
Post-Production: Deliverance
Embedded video for Toyota SA evolves Toyota Hilux's strategic positioning with launch of 8th generation
Commercials
Africa South Africa
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
20/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
20/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
20/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
20/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
20/08/2026
IPC Expands Brazilian Presence with New Channel Partner CCATech
Industry veterans Carlos Abrah o and Bruno Lopes strengthen local support and expand IPCs prese...
20/08/2026
Zixi Enters Mauritius Market Through Strategic Deployment with MTC Jockey Club
Worlds Oldest Horse Racing Club in the Southern Hemisphere Selects Zixis Softwar...
20/08/2026
LA JOLLA, CA-Scripps Research assistant professor Tiantian Liu has received a five-year NIAID DP2 award from the National Institute of Allergy and Infectious Di...
20/08/2026
Audiences reveal appetite for multicultural Australia on-screen 20 August 2026
Dr Georgie McClean, Dr Rebecca Huntley (L-R)
By Dr Georgie McClean and Dr Rebec...
20/08/2026
How Mavis Studio Is Expanding Live Production Teaching at Sussex
Brie Clayton August 19, 2026
0 Comments
Hero image displays a student about to mix be...
20/08/2026
Vertical Unscripted Series Legal Queens Captured with Blackmagic Design
Brie Clayton August 19, 2026
0 Comments
Reality TV veteran Eric Gardner create...
19/08/2026
As the cost of IP nears price parity with traditional SDI, Reynolds argues that ...
19/08/2026
A private 5G bubble was chosen instead of traditional broadcast RF for the race ...
19/08/2026
(L-R) Rafael Manuel and Isabel Sicat attend the Filipi ana premiere during the 2026 Sundance Film Festival at The Ray Theatre on January 23, 2026, in Park Cit...
19/08/2026
Studio owners invited to have their say on rates cuts
The Music Producers Guild (MPG) are inviting UK-based studios to take part in an in-depth survey that ...
19/08/2026
Vintage-inspired desktop interface revealed
Harrison's latest hardware offering sees them head into the world of audio interfaces, delivering a 10-in/12...
19/08/2026
Granular effect remains locked to scale and tempo
Described as your dream granular effect , Minimal Audio's latest creation is capable of turning any s...
19/08/2026
First polyphonic SWAM instrument incoming
Audio Modeling's latest physical-modelling orchestral instrument is just around the corner, and is now availab...
19/08/2026
World Cup Games Generate 84 Billion Minutes Across FOX, Fox Sports 1 and NBCU...
19/08/2026
July brought typical peak-holiday drops in viewership, driven primarily by viewers stepping away from screens and a visible decline in reach across both traditi...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Henry joins BCE as the company accelerates its commercial strategy and expands its international presence across the media, broadcast and technology markets. He...
19/08/2026
iWedia, a leading provider of software solutions for connected TV devices, today announced a major milestone in Android platform optimization with the successfu...
19/08/2026
NTP Technology announces that ST 2110-30 audio-over-IP connectivity with AES67 and RAVENNA capabilities is now available for the brand's world-class audio i...
19/08/2026
Net Insight has been selected to provide its Nimbra platform by the service provider Big Blue Marble, formerly ORS Group, as the core media transport solution f...
19/08/2026
LiveU has supported Coventry City FC and several other top-flight UK football clubs through one of their most demanding live production challenges of the year, ...
19/08/2026
Nature Seekers Documentary Shot with Blackmagic URSA Cine 12K LF
Brie Clayton August 18, 2026
0 Comments
Filming endangered turtles required camera...
19/08/2026
Neyrinck Brings D-Control Consoles Back to Life on Apple Silicon with D-Control ...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
19/08/2026
Riedel Communications today announced that Edith Cowan University (ECU) in Perth, Australia, implemented a comprehensive communications infrastructure that brin...
19/08/2026
QuickLink, a leading provider of award-winning video production and remote guest contribution solutions, will spotlight a major leap forward in remote guest con...
19/08/2026
Integrated platform melds media asset management, playout automation and newsroom workflows
EMAM, PlayBox Neo and SNEWS have officially launched Nuvex, a conne...
19/08/2026
Screen Australia releases the Private Investment Toolkit to strengthen screen in...
19/08/2026
Do Aussies truly value local content? Unpacking Screen Currency 2026 with Deirdr...
19/08/2026
There's an early Christmas gift for Bookish fans, as UKTV confirms the re-commission of the hit U&alibi drama, created by and starring Mark Gatiss. Viewers ...
19/08/2026
Wednesday 19 August 2026
Sky gives sports fans the chance to watch multiple liv...
19/08/2026
On Saturday September 5 Katie Taylor will step into the ring for the fight of her life against Flora Pili in front of 80,000 fans in Croke Park. A legendary fig...
18/08/2026
SportStream 2026, a free three-day virtual event, will take place September 15-17. One registration provides access to all three days of live programming and on...
18/08/2026
BeckTV will introduce BeckFlow to the European market at IBC2026, demonstrated on the Providius stand (10.F53).
BeckFlow is a web-based schematic documentation...
18/08/2026
Boland Communications will introduce a SMPTE ST 2110 input option for its 4K monitors at IBC2026, along with a new 55-inch super-narrow bezel display for video ...
18/08/2026
Dolby Laboratories and the Seattle Seahawks have announced a partnership integrating Dolby OptiView into the Seahawks' live streaming coverage, making the S...
18/08/2026
For BMG Executive Producer of Sports Production, Graham Taylor, producing live s...
18/08/2026
TMRW Sports has appointed Rufus Hack as President of Golf, a newly created role in which he will lead the company's golf businesses including TGL presented ...
28 October, 2020 - 08:50 
