Toyota Hilux Gets Tougher-er' in New Campaign from FCB Joburg
12/09/2018
Toyota Hilux, renowned for its legendary toughness and for nearly 50 years the market leader in a hotly-contested segment of the market, goes up against its toughest competition yet in a new campaign from FCB Joburg.
Rugged, unmapped mountain trails; rivers in flood; inaccessible fishing spots - they're child's play for the country's favourite dependable bakkie. But our digital lifestyle? That's a whole new category of competition.
A bit of a stretch? Pitting the Toyota Hilux against technology? Not considering the brief the team of Creative Director and Copy writer, Tian van den Heever, and Art Director, Kyra Antrobus, was given.
The creative duo was briefed to showcase the new tough look and face of the new Toyota Hilux; its updated front grille, updated bumper and headlight design. In addition, given that our world - the places we live, work, learn, party, shop and so on - is forever changing as more and more distractions turn our attention away from the real beauty of life, it was asked to dramtise that tough will be forever needed, long into the future.
The solution was a 360 campaign led by a television commercial, and supported by radio, TV sponsorship, bought media and below-the-line elements pushing the campaign message of The new face of tougher-er'.
View the TVC here: https://www.youtube.com/watch?v=CxozxiSJDuY
Get More Film Business South Africa
Select your Membership
Van den Heever explained: Like most things in the world today, cars are evolving faster than ever before. However, the Toyota Hilux driver will always have a need to take his bakkie off-road, where the dependability of Hilux is the one unwavering constant.
For this reason, we wanted to show that the enduring quality of the Hilux - it's toughness - is what our world will forever need. Toyota Hilux is the future of tough, and its updated look really is the new face of tougher-er.
The campaign will flight for a month, and the TV spot was shot over two days by Oscar Strauss of Hungry Films at various locations throughout the Cape.
Credits:
Client: Toyota South Africa
Brand: Toyota Hilux
Senior Manager, Advertising and Digital Marketing: Tasneem Lorgat
Advertising Manager: Lensha Dlamini
Creative agency: FCB Joburg
Business Unit Director: Reagan Kok
Account Director: Darren Morris
Executive creative director: Brett Morris
Creative Director: Tian Van Den Heever
Copywriter: Tian Van Den Heever
Art director: Kyra Antrobus
Strategic planner: Stuart Sims
TV Producer: Iolanthe Grobler
Production house: Hungry Films
Director: Oscar Strauss
Post-production: Tessa Ford, Fuel Content, Sterling Sound
Description of TVC:
We see a family in the Hilux driving out of the city. The father is driving while the mother is on her mobile, the daughter watching a movie on a tablet and the son lost in some AR fantasy. The journey takes them further and further from civilization. We see on his wife's phone that she's lost signal. She looks up quizzically, then smiles in surprise. It's beautiful outside. She puts her phone down. Our man turns onto a long-forgotten dirt road and the Hilux plunges ever further away-from-it-all. The bumpy road gets the girl's attention. Her eye widen in amazement when she sees where they are. The iPad is a distant memory. Now the Hilux is descending a super gnarly, steep decline. Rocks slip as the truck bounces and crawls its way down. The boy's VR goggles are no longer staying in place, bouncing up and down in time with the mountain track. He yanks them off in annoyance, but then gasps when he sees the super badass 4x4 action that's taking place in real life. The Hilux reaches the bottom of the hill and we see their final destination.
Commercials
Africa South Africa
0833031778
LINK: | http://www.filmcontact.com/news/south-africa/toyota-hilux-gets-%E2%80%... |
See more stories from filmcontact |
Africa Stories
28/03/2024
Tonight on House of Zwide: Zanele informs Zola of her pregnancy
Tonight on House of Zwide: Zanele informs Zola of her pregnancyDon't miss Thursday, 28 March's riveting episode of South African soapie House of Zwide o...
28/03/2024
Tonight on Umkhokha: MaMzobe outsmarts Gabisile but Difa's suspicion rises
Tonight on Umkhokha: MaMzobe outsmarts Gabisile but Difa's suspicion risesDon't miss Thursday, 28 March's riveting episode of South African soapie U...
28/03/2024
Tonight on Uzalo: Mbatha wins Linda Sibiya over
Tonight on Uzalo: Mbatha wins Linda Sibiya overDon't miss Wednesday, 27 March's riveting episode of South African soapie Uzalo on SABC 1 on DStv channel...
28/03/2024
Generations: The Legacy - Wednesday's episode, 27 March 2024 [VIDEO]
Generations: The Legacy - Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The S...
28/03/2024
Prison Journalism: Witness the Cycle from the Streets
Prison Journalism: Witness the Cycle from the StreetsWesley Leong was incarcerated at the age of 15 in 1996 at Pollsmoor Prison. He is currently part of Restore...
28/03/2024
Prison Journalism: Inmate pre-release and release processes
Prison Journalism: Inmate pre-release and release processesDean Mashimbwe, a Zimbabwean migrant residing in Cape Town, was incarcerated at Pollsmoor Correctiona...
28/03/2024
Streaming today: When You Finish Saving The World' on Netflix - 28 March 2024
Streaming today: When You Finish Saving The World' on Netflix - 28 March 20...
28/03/2024
Prison Journalism: The Story of Paulus
Prison Journalism: The Story of PaulusDavid van Nek was incarcerated in Pollsmoor Prison from 2013 until 2015 and participated in the restorative justice progra...
28/03/2024
Prison Journalism: Inside and Outside
Prison Journalism: Inside and OutsideFawaaz Adendorff was incarcerated in Pollsmoor Correctional Centre and participated in a Restorative Justice programme whil...
28/03/2024
Tonight on Muvhango: Imani escapes Khumo's hellhole
Tonight on Muvhango: Imani escapes Khumo's hellholeDon't miss Thursday, 28 March's riveting episode of South African soapie Muvhango on SABC 2 on DS...
28/03/2024
Tonight on Generations: Kea can sense her brother is hiding something
Tonight on Generations: Kea can sense her brother is hiding somethingDon't miss Thursday, 28 March's riveting episode of South African soapie Generation...
28/03/2024
Tonight on Smoke and Mirrors: Magolide and Tiny compete against each other
Tonight on Smoke and Mirrors: Magolide and Tiny compete against each otherDon't miss Thursday, 28 March's riveting episode of South African soapie Smoke...
28/03/2024
Tonight on Champions: Washington's struggle takes an unexpected turn
Tonight on Champions: Washington's struggle takes an unexpected turnDon't miss Thursday, 28 March's riveting episode of South African soapie Champio...
28/03/2024
Tonight on Scandal: Tibi's meltdown softens a teacher
Tonight on Scandal: Tibi's meltdown softens a teacherDon't miss Thursday, 28 March's riveting episode of South African soapie Scandal! on e.tv on DS...
28/03/2024
Tonight on Gqeberha: Lulama tells Thulani that she's pregnant with his child
Tonight on Gqeberha: Lulama tells Thulani that she's pregnant with his childDon't miss Thursday, 28 March's riveting episode of South African soapie...
28/03/2024
Tonight on My Brother's Keeper: Ndumiso has the wrong end of the stick
Tonight on My Brother's Keeper: Ndumiso has the wrong end of the stickDon't miss Thursday, 28 March's riveting episode of South African soapie My Br...
28/03/2024
Tonight on Skeem Saam: Lehasa doubles down on his ill-treatment of Pretty
Tonight on Skeem Saam: Lehasa doubles down on his ill-treatment of PrettyDon't miss Thursday, 28 March's riveting episode of South African soapie Skeem ...
28/03/2024
Smoke and Mirrors: Wednesday's episode, 27 March 2024 [VIDEO]
Smoke and Mirrors: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South Af...
28/03/2024
Muvhango: Wednesday's episode, 27 March 2024 [VIDEO]
Muvhango: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African web...
28/03/2024
Gqeberha: The Empire - Wednesday's episode, 27 March 2024 [VIDEO]
Gqeberha: The Empire - Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The Sout...
28/03/2024
Skeem Saam: Wednesday's episode, 27 March 2024 [VIDEO]
Skeem Saam: Wednesday's episode, 27 March 2024 [VIDEO]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African ...
28/03/2024
House of Zwide: Wednesday's episode, 27 March 2024 [VIDEO]
House of Zwide: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episode of South African soapie House of Zwide on The South Africa...
28/03/2024
My Brother's Keeper: Wednesday's episode, 27 March 2024 [VIDEO]
My Brother's Keeper: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The So...
28/03/2024
Uzalo: Wednesday's episode, 27 March 2024 [video]
Uzalo: Wednesday's episode, 27 March 2024 [video]Stay up to date with the latest episodes of your favourite South African soapie on The South African websit...
28/03/2024
Scandal!: Wednesday's episode, 27 March 2024 [VIDEO]
Scandal!: Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African web...
28/03/2024
Umkhokha: The Curse - Wednesday's episode, 27 March 2024 [VIDEO]
Umkhokha: The Curse - Wednesday's episode, 27 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South...
27/03/2024
Tonight on Generations: Hlomla is shaken that he came face to face with the stalker
Tonight on Generations: Hlomla is shaken that he came face to face with the stal...
27/03/2024
Tonight on Smoke and Mirrors: Tiny and Magolide plot to get the Managerial position
Tonight on Smoke and Mirrors: Tiny and Magolide plot to get the Managerial posit...
27/03/2024
Tonight on Skeem Saam: Oritonda gets to shine and it all seems to be going well for him
Tonight on Skeem Saam: Oritonda gets to shine and it all seems to be going well ...
27/03/2024
Tonight on Muvhango: Khumo, who is out on bail, tortures Imani
Tonight on Muvhango: Khumo, who is out on bail, tortures ImaniDon't miss Wednesday, 27 March's riveting episode of South African soapie Muvhango on SABC...
27/03/2024
Scandal!: Tuesday's episode, 26 March 2024 [VIDEO]
Scandal!: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African websi...
27/03/2024
House of Zwide: Tuesday's episode, 26 March 2024 [VIDEO]
House of Zwide: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episode of South African soapie House of Zwide on The South African ...
27/03/2024
Generations: The Legacy - Tuesday's episode, 26 March 2024 [VIDEO]
Generations: The Legacy - Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The Sou...
27/03/2024
Streaming today: The Believers' on Netflix - 27 March 2024
Streaming today: The Believers' on Netflix - 27 March 2024Looking for something to watch tonight? Check out all the new streaming releases from all your fa...
27/03/2024
Tonight on Uzalo: Mondli thinks he may have an idea who robbed the police station
Tonight on Uzalo: Mondli thinks he may have an idea who robbed the police statio...
27/03/2024
Tonight on House of Zwide: Faith leaves Funani due to unappreciated support, despite Funani's pleas
Tonight on House of Zwide: Faith leaves Funani due to unappreciated support, des...
27/03/2024
Tonight on Umkhokha: MaMzobe tries to threaten Gabisile to not tell
Tonight on Umkhokha: MaMzobe tries to threaten Gabisile to not tellDon't miss Wednesday, 27 March's riveting episode of South African soapie Umkhokha: T...
27/03/2024
Tonight on My Brother's Keeper: Ndumiso threatens to move out of home over his parent's disrespect of his wife
Tonight on My Brother's Keeper: Ndumiso threatens to move out of home over h...
27/03/2024
Tonight on Gqeberha: Stokkie makes a major move for his future
Tonight on Gqeberha: Stokkie makes a major move for his futureDon't miss Wednesday, 27 March's riveting episode of South African soapie Gqeberha: The Em...
27/03/2024
Tonight on Scandal: A young girl brings a dark cloud into her family's home
Tonight on Scandal: A young girl brings a dark cloud into her family's homeDon't miss Wednesday, 27 March's riveting episode of South African soapie...
27/03/2024
Tonight on Champions: Lebo gets career-changing news, but Ferrari looms large
Tonight on Champions: Lebo gets career-changing news, but Ferrari looms largeDon't miss Wednesday, 27 March's riveting episode of South African soapie C...
27/03/2024
Gqeberha: The Empire - Tuesday's episode, 26 March 2024 [VIDEO]
Gqeberha: The Empire - Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South ...
27/03/2024
Muvhango: Tuesday's episode, 26 March 2024 [VIDEO]
Muvhango: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South African websi...
27/03/2024
Smoke and Mirrors: Tuesday's episode, 26 March 2024 [VIDEO]
Smoke and Mirrors: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The South Afri...
27/03/2024
Uzalo: Tuesday's episode, 26 March 2024 [video]
Uzalo: Tuesday's episode, 26 March 2024 [video]Stay up to date with the latest episodes of your favourite South African soapie on The South African website....
27/03/2024
My Brother's Keeper: Tuesday's episode, 26 March 2024 [VIDEO]
My Brother's Keeper: Tuesday's episode, 26 March 2024 [VIDEO]Stay up to date with the latest episodes of your favourite South African soapie on The Sout...
27/03/2024
Skeem Saam: Tuesday's episode, 26 March 2024 [VIDEO]
Skeem Saam: Tuesday's episode, 26 March 2024 [VIDEO]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African so...
26/03/2024
Tonight on Uzalo: The nightmare at the police station continues for the worst
Tonight on Uzalo: The nightmare at the police station continues for the worstDon't miss Tuesday, 26 March's riveting episode of South African soapie Uza...
26/03/2024
Tonight on Gqeberha: Gubevu cautions Sivuyile against becoming like his father
Tonight on Gqeberha: Gubevu cautions Sivuyile against becoming like his fatherDon't miss Tuesday, 26 March's riveting episode of South African soapie Gq...
26/03/2024
Tonight on My Brother's Keeper: Thoba tells Sbu that Didi likes him but begs his cousin
Tonight on My Brother's Keeper: Thoba tells Sbu that Didi likes him but begs...